Kogan Page Ltd
|Number of Pages
Branded Entertainment explains how product placement, a long-time phenomenon in films, now embraces all forms of media. With new technology enabling audiences to bypass adverts, & consumers switching to commercial-free media such as MP3 players & internet video, the opportunities for brand & product placements have become increasingly varied. The result of this is that product placement spending is set to triple by 2010 to $7.5 billion.
Essential reading for brand managers, marketing professionals & students of marketing, this book provides practical advice & insights into the:
History & development of product placement.
Advantages of this form of brand advertising
Methods employed by different brands to reach the targets audience.
Future of strategic brand & product management.
Featuring examples from films, music videos, computer games & novels, Branded Entertainment shows readers how product placement has evolved from a simple marketing tactic to become a key marketing strategy of global dimensions.
About The Author
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 has published numerous articles and has written several books, including Brand Rejuvenation (also published by Kogan Page).
Table of Contents
Part 1: Origins of and Reason for Product Placement
History of product placement in the cinema
Films under a necessary advertising influence
The useful association of cinema and advertising
Part 2: Advantages and Methods of the Use of Product Placements
Product Placement: a competitive means of communications
Professional recommendations for effective placements
Respect for a legal framework and the desire for ethical practice
The expert opinion: Jean-Patrick-Flande
Part 3: Brand Entertainment in all its forms
Using all available vectors
Controlling further opportunities,
Part 4: Brand Integration
Stage direction of brands in the twenty-first century
Towards a new strategic brand management; Conclusion; Index.