Branded entertainment : product placement & brand strategy in the entertainment business / Jean-Marc Lehu.
Material type:
TextLanguage: English Publication details: London ; Philadelphia : Kogan Page, c2007.Description: ix, 266 p. : ill. ; 24 cmISBN: - 0749451513
- 9780749451516
- 23 658.827 LEB 2007
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Eastern University Library General Stacks | 658.827 LEB 2007 (Browse shelf(Opens below)) | Available | 12288 | ||
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Eastern University Library General Stacks | 658.827 LEB 2007 (Browse shelf(Opens below)) | Available | 12236 | ||
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| 658.827 KES 2003 Strategic brand management : | 658.827 KES 2003 Strategic brand management : | 658.827 LEB 2007 Branded entertainment : | 658.827 LEB 2007 Branded entertainment : | 658.827 LEB 2007 Branded entertainment : | 658.827 POG 2008 Global brand integrity management : | 658.827 SHH 2010 How brands grow : |
Includes bibliographical references and index.
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 Flandé -- 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.
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