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Cover Art
PRINTED BOOKS
Author Lehu, Jean-Marc.

Title Branded entertainment : product placement & brand strategy in the entertainment business / Jean-Marc Lehu.

Published London ; Philadelphia : Kogan Page, [2007]
©2007

Copies

Location Call No. Status
 UniM Bail  791.40688 LEHU    AVAILABLE
Physical description ix, 266 pages : illustrations ; 24 cm
Bibliography Includes bibliographical references and index.
Contents 1. History of product placement in the cinema -- 2. Films under a necessary advertising influence -- 3. The useful association of cinema and advertising -- 4. Product placement : a competitive means of communication -- 5. Professional recommendations for effective placements -- 6. Respect for a legal framework and the desire for ethical practice -- 7. The expert opinion : Jean-Patrick Flande -- 8. Using all available vectors -- 9. Controlling further opportunities -- 10. Stage direction of brands in the twenty-first century -- 11. Towards a new strategic brand management -- App. 1. Original press release from Universal Studios for the promotional campaign accompanying the release of the film King Kong (2005), by Peter Jackson -- App. 2. Recent examples of alcoholic drinks brands benefiting from a placement.
Summary "Branded Entertainment explores how product placement has expanded from its origin in novels into films, television, plays, books, shows and even computer games. This entertaining and thought-provoking book includes examples from all media - from the iconic Mini car in The Italian Job to the jewellers Bulgari in the novel The Bulgari Connection."--BOOK JACKET.
Subject Product placement in mass media.
Product management.
ISBN 9780749449407
0749449403