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01416nam a2200205 a 4500 |
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545867 |
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20171111230010.0 |
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070125s2007 enka b 001 0 eng |
| 020 |
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|a 0749449403
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| 040 |
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|a DLC
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| 050 |
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|a HF6146.P78
|b L43 2007
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| 100 |
1 |
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|a Lehu, Jean-Marc
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| 245 |
1 |
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|a Branded entertainment :
|b product placement & brand strategy in the entertainment business /
|c Jean-Marc Lehu.
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| 260 |
1 |
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|a London :
|b Kogan Page,
|c 2007.
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| 300 |
1 |
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|a ix, 266 p. :
|b ill. ;
|c 24 cm.
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| 504 |
1 |
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|a Includes bibliographical references and index.
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| 505 |
1 |
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|a 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 Flandâe -- 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.
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| 650 |
1 |
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|a Product placement in mass media
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| 650 |
1 |
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|a Product management
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| 952 |
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|a GrThPMO
|b 59b00dde6c5ad17d7e5ab87b
|c 952a
|d 9528
|e HF6146.P78L43 2007
|t 7
|x m
|z Books
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