TY  - BOOK
AU  - Lehu,Jean-Marc
TI  - Branded entertainment: product placement & brand strategy in the entertainment business 
SN  - 0749451513
U1  - 658.827 23
PY  - 2007///
CY  - London, Philadelphia
PB  - Kogan Page
KW  - Product placement in mass media
KW  - Product management
KW  - Branding (Marketing)
N1  - 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
UR  - http://www.loc.gov/catdir/toc/ecip079/2007003323.html
UR  - http://www.loc.gov/catdir/enhancements/fy0715/2007003323-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy0835/2007003323-b.html
ER  -