Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business - Couverture souple

LEHU, Jean-Marc

Couverture souple

ISBN 10 : 0749453370 ISBN 13 : 9780749453374

Editeur : Kogan Page, 2008

Synopsis

"Branded Entertainment" explains how product placement, a long-time phenomenon in films, has gone beyond this to now embrace all media. Citing examples from film to music video, to computer games, the author explains the: history and development of product placement; advantages of this form of brand advertising; and, methods employed by different brands. Most importantly, "Branded Entertainment" discusses the future possibilities for using this form of promotion to recreate an emotional connection with customers and exploiting the opportunities afforded by advances in technology to spread the message across multimedia channels.

A propos du livre

Revue de presse :

"Lehu explores the long history of product placement, and discusses its potential in the future." Publishing News "... practical advice and insights into the advantages of this form of brand advertising". Mad.co.uk "He describes the history of product placement in the cinema, how this association is useful, advantages and methods for effective placement, legal and ethical issues, using different forms of media, and brand integration. The book is aimed at brand managers, marketing professionals, and students." Book News Inc "Lehu explores the long history of product placement, and discusses its potential in the future." Publishing News "... practical advice and insights into the advantages of this form of brand advertising." Mad.co.uk "Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale." Patrick Quinn, PQ Media "Well researched and replete with examples, this highly readable book is a must for anyone interested in marketing and communications. Buy this one for your bookshelf! Summing up: Essential. Upper-division undergraduate through professional collections" --Choice USA

Biographie de l'auteur :

Jean-Marc Lehu is Associate Marketing Professor at Pantheon Sorbonne University. He is also a consultant in marketing and communications and conducts research on customer loyalty and brand management. He is the author of Brand Rejuvenation (also Kogan Page).

À propos de cette édition

• Éditeur: Kogan Page
• Date d'édition: 2008
• ISBN 10: 0749453370
• ISBN 13: 9780749453374
• Reliure: Broché
• Numéro d'édition: 1
• Nombre de pages: 280