Branded Entertainment: Product Placement and Brand Strategy in the Entertainment Business (BOK)

Jean-Marc Lehu

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"Branded Entertainment" explains how product placement, a long-time phenomenon in films, has gone beyond this to now embrace all media. Citing examples from film to music video, to 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 exploiting the opportunities afforded by advances in technology to spread the message across multimedia channels.


Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2008 Forfatter Jean-Marc Lehu
ISBN 9780749453374
Antall sider 280 Dimensjoner 15,8cm x 23,5cm x 2cm
Vekt 427 gram Leverandør Bertram Trading Ltd
Emner og form Sales & marketing, Media, information & communication industries