Product Placement and Brand Strategy in the Entertainment Business
By (author) Jean-Marc Lehu
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Branded Entertainment by Jean-Marc Lehu
Book Description"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.
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Book DetailsISBN: 9780749453374
(235mm x 158mm x 20mm)
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 3-Dec-2008
Country of Publication: United Kingdom
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Author Biography - Jean-Marc Lehu
Jean-Marc Lehu is Associate Marketing Professor at Pantheon Sorbonne University. He is also a consultant in marketing and communications and conducts research on customer loyalty and brand management. He is the author of Brand Rejuvenation (also Kogan Page).
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