Overview

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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9780749453374

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Well researched and replete with examples, this highly readable book is a must for anyone interested in marketing and communications. Buy this one for your bookshelf! Summing Up: Essential. -- Choice

Well researched and replete with examples, this highly readable book is a must for anyone interested in marketing and communications. Buy this one for your bookshelf! Summing Up: Essential. - Choice

A well-timed book that provides insight and perspective using abundant illustrations. -Convergence newsletter Well researched and replete with examples, this highly readable book is a must for anyone interested in marketing and communications. Buy this one for your bookshelf! Summing Up: Essential. - Choice The most comprehensive portrayal of events that surrounded the evolution of product placement -- a must read basic tool for anyone who is involved with the media industry. - Frank Zazza, CEO of iTVX See an excerpt on the American Educational Foundation website!

Author Information

Jean-Marc Lehu is Associate Marketing Professor at Panthéon 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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