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LEADER 00000cam a2200457 a 4500 
001    000041232029 
003    AuCNLKIN 
005    20070712183958.0 
008    070125t20072007enka     b    001 0 eng   
010    2007003323 
015    GBA694359|2bnb 
019 1  41232029 
020    9780749449407 
020    0749449403 
035    .b31353708 
040    DLC|beng|cDLC|dNSL 
042    ukblsr 
050 00 HF6146.P78|bL43 2007 
082 00 791.4068/8|222 
100 1  Lehu, Jean-Marc.|0http://id.loc.gov/authorities/names/
       n2005083502 
245 10 Branded entertainment :|bproduct placement & brand 
       strategy in the entertainment business /|cJean-Marc Lehu. 
264  1 London ;|aPhiladelphia :|bKogan Page,|c[2007] 
264  4 |c©2007 
300    ix, 266 pages :|billustrations ;|c24 cm 
336    text|btxt|2rdacontent 
337    unmediated|bn|2rdamedia 
338    volume|bnc|2rdacarrier 
504    Includes bibliographical references and index. 
505 0  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. 
520 1  "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. 
650  0 Product placement in mass media.|0http://id.loc.gov/
       authorities/subjects/sh2003007216 
650  0 Product management.|0http://id.loc.gov/authorities/
       subjects/sh85107203 
907    .b31353708 
984    VMBS|cheld 
984    VU|b.b31353708|cheld 
990    MARCIVE MELB 201906 
990    Uploaded to LA 18/10/07 VU-B.D98 aci 
990    MBS non-unique 15/6/12 
990    duplicate BE 
Location Call No. Status
 UniM Bail  791.40688 LEHU    AVAILABLE