Title: Branded entertainment : product placement & brand strategy in the entertainment business /
Authors: Lehu, Jean-Marc
Publisher: Kogan Page,
Year: 2007
Subjects: Product placement in mass media.; Product management.
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.