Branded Entertainment explains how product placement, a long-time phenomenon in films, has gone beyond this to embrace all media. Citing examples from film, music videos, and computer games, the author explains the history and development of product placement, advantages of this form of brand advertising, and methods employed by different brands. Most importantly, Branded Entertainment discusses the future possibilities for using this form of promotion to recreate an emotional connection with customers and to spread the message across multimedia channels.
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Jean-Marc Lehu is Associate Marketing Professor at Panthéon Sorbonne University in Paris, France. He is also a consultant in marketing and communications and conducts research on customer loyalty and brand management. He is the author of Brand Rejuvenation (2006, Kogan Page).Review:
"Well researched and replete with examples, this highly readable book is a must for anyone interested in marketing and communications. Buy this one for your bookshelf! Summing Up: Essential." - Choice
"A well-timed book that provides insight and perspective using abundant illustrations." - Convergence newsletter
"The most comprehensive portrayal of events that surrounded the evolution of product placement -- a must read basic tool for anyone who is involved with the media industry." - Frank Zazza, CEO of iTVX
See an excerpt on the American Educational Foundation website!
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