Overview

""Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale."" Patrick Quinn, PQ Media 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; 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. ""Lehu explores the long history of product placement , and discusses its potential in the future"".

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9780749449407

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Reviews

""lehu explores the long history of product placement, and discusses its potential in the future."" publishing news ""... practical advice and insights into the advantages of this form of brand advertising"". mad.co.uk ""he describes the history of product placement in the cinema, how this association is useful, advantages and methods for effective placement, legal and ethical issues, using different forms of media, and brand integration. the book is aimed at brand managers, marketing professionals, and students."" book news inc ""lehu explores the long history of product placement, and discusses its potential in the future."" publishing news ""... practical advice and insights into the advantages of this form of brand advertising."" mad.co.uk ""product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale."" patrick quinn, pq media ""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. upper-division undergraduate through professional collections"" choice usa, december 2008 ""branded entertainment will have a long-lasting currency. it is fascinating to read, showing not only the effectiveness of celebrity product placement, but how brands are naturalised in culture"" times higher education - 17 september 2009

lehu explores the long history of product placement, and discusses its potential in the future. publishing news ... practical advice and insights into the advantages of this form of brand advertising . mad.co.uk he describes the history of product placement in the cinema, how this association is useful, advantages and methods for effective placement, legal and ethical issues, using different forms of media, and brand integration. the book is aimed at brand managers, marketing professionals, and students. book news inc lehu explores the long history of product placement, and discusses its potential in the future. publishing news ... practical advice and insights into the advantages of this form of brand advertising. mad.co.uk product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale. patrick quinn, pq media 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. upper-division undergraduate through professional collections choice usa, december 2008 branded entertainment will have a long-lasting currency. it is fascinating to read, showing not only the effectiveness of celebrity product placement, but how brands are naturalised in culture times higher education - 17 september 2009

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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