TY  - BOOK
AU  - Lehu, Jean-Marc.
TI  - Branded entertainment: product placement & brand strategy in the entertainment business 
SN  - 978074945156
AV  - 658.827 LEH
U1  - 658.827 
PY  - 2007///
CY  - London ; , Philadelphia
PB  - Kogan Page
KW  - Product placement in mass media
KW  - Product management
KW  - Branding (Marketing)
N1  - 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
ER  -