Branded entertainment : product placement & brand strategy in the entertainment business / Jean-Marc Lehu.
By: Lehu, Jean-Marc
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Material type: 
BookPublisher: London ; Philadelphia : Kogan Page, c2007Description: ix, 266 p. : ill. ; 24 cm.ISBN: 0749451513; 9780749451516.Subject(s): Product placement in mass media | Product management | Branding (Marketing)DDC classification: 658.827 Online resources: Table of contents only | Publisher description | Contributor biographical information | Item type | Current location | Call number | Status | Date due | Barcode |
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Eastern University Library General Stacks | 658.827 LEB 2007 (Browse shelf) | Available | 12288 | |
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Books
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Eastern University Library General Stacks | 658.827 LEB 2007 (Browse shelf) | Available | 12236 | |
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Books
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Eastern University Library General Stacks | 658.827 LEB 2007 (Browse shelf) | Not For Loan | 12166 |
Includes bibliographical references and index.
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 Flandé -- 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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