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

LEHU, Jean-Marc

Brossura

ISBN 10: 0749453370 ISBN 13: 9780749453374

Casa editrice: Kogan Page, 2008

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, to music video, to computer games, the author explains the: history and development of product placement; advantages of this form of brand advertising; 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.

Su questo libro

Recensione:

"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

Descrizione del libro:

Product placement spend is 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

Su questa edizione

• Editore: Kogan Page
• Data di pubblicazione: 2008
• ISBN 10: 0749453370
• ISBN 13: 9780749453374
• Rilegatura: Copertina flessibile
• Numero edizione: 1
• Numero di pagine: 280