Branded entertainment : product placement & brand strategy in the entertainment business / Jean-Marc Lehu.
| Author/creator | Lehu, Jean-Marc |
| Format | Book |
| Publication Info | London ; Philadelphia : Kogan Page, 2007. |
| Description | ix, 266 pages : illustrations ; 24 cm |
| Supplemental Content | Table of contents only |
| Supplemental Content | Publisher description |
| Subjects |
| Contents | 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. |
| Bibliography note | Includes bibliographical references and index. |
| LCCN | 2007003323 |
| ISBN | 0749449403 |
| ISBN | 9780749449407 |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Joyner | General Stacks | HF6146.P78 L43 2007 | ✔ Available | Place Hold |