Branded entertainment : product placement & brand strategy in the entertainment business /
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| Format: | Book |
| Language: | English |
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London :
Kogan Page,
2007.
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| Subjects: |
Table of 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 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.