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More copies of this ISBN:This title in other formats:Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Businessby Jean-marc Lehu
Synopses & ReviewsBook News Annotation:Lehu (marketing, Panthéon Sorbonne U., France) has written about the
history of product placement in films over the last few decades and
notes how this practice has been embraced in MP3 downloads, Internet
videos and other types of media that are presumed to be
"commercial-free." Written for brand managers, marketing
professionals and students, this volume covers the history of product
placement, the advantages of this technique, the different methods
used by branding professionals and future trends in the marketplace.
The author also uses plenty of examples from film, music videos,
computer games and novels to illustrate his points.
Annotation ©2009 Book News, Inc., Portland, OR (booknews.com) Synopsis:"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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