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Branded Entertainment explains how product placement, a long-time phenomenon in films, now embraces all forms of media. With new technology enabling audiences to bypass adverts, & consumers switching to commercial-free media such as MP3 players & internet video, the opportunities for brand & product placements have become increasingly varied. The result of this is that product placement spending is set to triple by 2010 to $7.5 billion.
Essential reading for brand managers, marketing professionals & students of marketing, this book provides practical advice & insights into the:
•history & development of product placement.• advantages of this form of brand advertising • methods employed by different brands to reach the targets audience. • future of strategic brand & product management.
Featuring examples from films, music videos, computer games & novels, Branded Entertainment shows readers how product placement has evolved from a simple marketing tactic to become a key marketing strategy of global dimensions.
Contents: Part 1: Origins of and Reason for Product Placement • History of product placement in the cinema • Films under a necessary advertising influence • The useful association of cinema and advertising Part 2: Advantages and Methods of the Use of Product Placements• Product Placement: a competitive means of communications • Professional recommendations for effective placements • Respect for a legal framework and the desire for ethical practice • The expert opinion: Jean-Patrick-Flande Part 3: Brand Entertainment in all its forms• Using all available vectors • Controlling further opportunities, Part 4: Brand Integration • Stage direction of brands in the twenty-first century • Towards a new strategic brand management; Conclusion; Index.
ISBN - 0749451513
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Pages : 280
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