Branded entertainment : product placement & brand strategy in the entertainment business
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Main Author | |
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Format | Book |
Language | English |
Published |
London ; Philadelphia :
Kogan Page,
2007
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Subjects | |
Online Access | Obsah Anotace |
Cover
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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 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