Branded entertainment : product placement & brand strategy in the entertainment business
Saved in:
| Main Author | |
|---|---|
| Format | Book |
| Language | English |
| Published |
London ; Philadelphia :
Kogan Page,
2007
|
| Subjects | |
| Online Access | Obsah Anotace |
Cover
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MARC
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| 100 | 1 | |a Lehu, Jean-Marc |7 utb2011641967 |4 aut | |
| 245 | 1 | 0 | |a Branded entertainment : |b product placement & brand strategy in the entertainment business / |c Jean-Marc Lehu |
| 260 | |a London ; |a Philadelphia : |b Kogan Page, |c 2007 | ||
| 300 | |a ix, 266 s. : |b il. ; |c 24 cm | ||
| 504 | |a Obsahuje bibliografické odkazy a rejstřík | ||
| 505 | 0 | |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 Flande -- 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 | 0 | 7 | |a reklama a propagace |7 ph116035 |2 czenas |
| 650 | 0 | 7 | |a masmédia |7 ph115233 |2 czenas |
| 650 | 0 | 7 | |a film |7 ph114534 |2 czenas |
| 650 | 0 | 7 | |a zábavní průmysl |7 ph127712 |2 czenas |
| 650 | 0 | 7 | |a obchodní značky |7 ph166532 |2 czenas |
| 650 | 0 | 7 | |a zábava |7 ph138989 |2 czenas |
| 650 | 0 | 7 | |a reklamní média |7 ph125094 |2 czenas |
| 650 | 0 | 9 | |a communication in marketing |2 eczenas |
| 650 | 0 | 9 | |a advertising |2 eczenas |
| 653 | |a branded entertainment | ||
| 650 | 0 | 9 | |a mass media |2 eczenas |
| 650 | 0 | 9 | |a film |2 eczenas |
| 650 | 0 | 9 | |a show business |2 eczenas |
| 650 | 0 | 9 | |a brand name products |2 eczenas |
| 650 | 0 | 9 | |a entertainment |2 eczenas |
| 650 | 0 | 9 | |a advertising media |2 eczenas |
| 856 | 4 | 1 | |3 Obsah |u http://www.loc.gov/catdir/toc/ecip079/2007003323.html |
| 856 | 4 | 2 | |3 Anotace |u http://www.loc.gov/catdir/enhancements/fy0715/2007003323-d.html |
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