Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business: Product Placement and Brand Strategy in the Entertainment Business - Rilegato

Lehu, Jean-Marc

Rilegato

ISBN 10: 0749449403 ISBN 13: 9780749449407

Casa editrice: Kogan Page Ltd, 2007

Riassunto

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, music videos, and 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 to spread the message across multimedia channels.

Su questo libro

Descrizione del libro:

Product placement spend set to triple to $7.5 billion by 2010

New technology allows people to skip adverts and consumers are switching to commercial-free media such as MP3 players and Internet video

Includes examples from all media, from the Mini car in the Italian Job to jewellers Bulgari in the novel The Bulgari Connection

A veritable users guide for any marketer with a touch of innovation.

Christian Polge, President, Coca-Cola France

L'autore:

Jean-Marc Lehu is Associate Marketing Professor at Panthéon Sorbonne University in Paris, France. 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 (2006, Kogan Page).

Su questa edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2007
• ISBN 10: 0749449403
• ISBN 13: 9780749449407
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 266