Lehu, Jean-Marc. <br/><br/>
Branded entertainment :  product placement & brand strategy in the entertainment business / 
Jean-Marc Lehu. 
 - London ;   Philadelphia :  Kogan Page,  2007. 
 - ix, 266 p. :  ill. ;  24 cm. 
<br/><br/>Origins of and reasons for product placement. History of product placement in the cinema ; Films under a necessary advertising influence ; The useful association of cinema and advertising -- Advantages and methods of the use of product placements. Product placement : a competitive means of communication ; Professional recommendations for effective placements ; Respect for a legal framework and the desire for ethical practice ; The expert opinion : Jean-Patrick Fland�e -- Branded entertainment in all its forms. Using all available vectors ; Controlling further opportunities -- Brand integration. Stage direction of brands in the twenty-first century ; Towards a new strategic brand management. 
<br/><br/><label>ISBN: </label>978074945156 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Product placement in mass media.<br/>Product management.<br/>Branding (Marketing)
<br/><br/><label>LC Class. No.: </label>658.827  / LEH 
<br/><br/><label>Dewey Class. No.: </label>658.827  / LEH [ Shelf 69 ]