Branded entertainment : product placement & brand strategy in the entertainment business
 Author: Lehu, Jean-Marc.
 Format: Book
 Published: London ; Philadelphia : Kogan Page, 2007.
 Language: English
 Summary:
Lehu (marketing, Panthéon Sorbonne U., France) has written about the history of product placement in films over the last few decades and notes how this practice has been embraced in MP3 downloads, Internet videos and other types of media that are presumed to be "commercial-free." Written for brand managers, marketing professionals and students, this volume covers the his... (see more)

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Ford Library Stacks HF6146.P78 L43 2007 c.1 Available
 
Authors
Item Description
  • ix, 266 p. : ill. ; 24 cm.
  • ISBN: 0749449403
  • ISBN: 9780749449407
  • OCLC Number: 80460937
Notes
  • Includes bibliographical references and index.
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Table of Contents
  • Foreword (p. viii)
  • Introduction (p. 1)
  • Part I. Origins of and Reasons for Product Placement (p. 15)
  • 1. History of product placement in the cinema (p. 17)
  • Cinema's first steps (p. 19)
  • Sponsored shows (p. 23)
  • 2. Films under a necessary advertising influence (p. 25)
  • The congested communications environment (p. 26)
  • Fragmentation and dispersal of the audience (p. 28)
  • DVR and TiVo, the enemies of advertising (p. 31)
  • The corollary: growth in investment (p. 33)
  • 3. The useful association of cinema and advertising (p. 36)
  • A significant source of finance (p. 38)
  • The natural evocative power of the brand (p. 41)
  • The reality of a brand-consumerist world (p. 47)
  • The credibility of a particular environment (p. 51)
  • The creation of internal commercial synergies (p. 54)
  • Part II. Advantages and Methods of the Use of Product Placements (p. 59)
  • 4. Product placement: a competitive means of communication (p. 61)
  • A technique accepted by the audience (p. 64)
  • A potentially powerful vector of positive image (p. 67)
  • A highly variable price, a relatively low cost (p. 70)
  • Factors that can influence the cost of a placement (p. 71)
  • A possible influence on purchasing behaviour (p. 78)
  • Amplifying the effect and tracking the impact of online placement (p. 81)
  • Tie-in possibilities (p. 84)
  • Measuring the effectiveness of a placement (p. 92)
  • 5. Professional recommendations for effective placements (p. 96)
  • Defining the objective and the attraction of the placement (p. 98)
  • Ensuring a positive presence onscreen (p. 100)
  • Points to consider in establishing a placement contract (p. 103)
  • Maximizing the prominence and visibility of the placement (p. 110)
  • Obtaining a central location onscreen (p. 114)
  • Negotiating and controlling integration into the story (p. 118)
  • Signing a detailed partnership contract as far in advance as possible (p. 122)
  • 6. Respect for a legal framework and the desire for ethical practice (p. 125)
  • The possibility of 'legally' getting around the law (p. 127)
  • Placement of causes (p. 134)
  • Adapting the creation to better serve the product (p. 135)
  • The argument from showbusiness professionals (p. 140)
  • The limits of intolerable over-exposure (p. 141)
  • Parasitic communication and undesired placements (p. 144)
  • 7. The expert opinion: Jean-Patrick Flande (p. 149)
  • Part III. Branded Entertainment in All Its Forms (p. 157)
  • 8. Using all available vectors (p. 159)
  • Series and television programmes (p. 160)
  • Novels and plays (p. 166)
  • Song lyrics (p. 171)
  • Branded videogames (p. 178)
  • 9. Controlling further opportunities (p. 193)
  • From credits to trailer (p. 193)
  • Press relations transformed into intelligent lobbying (p. 198)
  • Original advertising placements (p. 201)
  • Placement after the event (p. 203)
  • Part IV. Brand Integration (p. 207)
  • 10. Stage direction of brands in the twenty-first century (p. 209)
  • The bias of 'rejecting' advertising (p. 211)
  • Mini-films dedicated to the brand (p. 212)
  • Opportunities for digital mobility (p. 220)
  • Adapting continually to a constantly changing environment (p. 223)
  • 11. Towards a new strategic brand management (p. 224)
  • Accompanying the potential consumer (p. 225)
  • Prioritizing a multi-channel, multi-opportunity communication (p. 229)
  • Integrating the limits of globalization (p. 233)
  • Designing targeted placements (p. 236)
  • Recreating an emotional link with the consumer (p. 238)
  • Conclusion (p. 242)
  • Appendix 1. Original press release from Universal Studios for the promotional campaign accompanying the release of the film King Kong (2005) (Peter Jackson) (p. 248)
  • Appendix 2. Recent examples of alcoholic drinks brands benefiting from a placement (p. 252)
  • Index (p. 257)
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Title Summary
Lehu (marketing, Panthéon Sorbonne U., France) has written about the history of product placement in films over the last few decades and notes how this practice has been embraced in MP3 downloads, Internet videos and other types of media that are presumed to be "commercial-free." Written for brand managers, marketing professionals and students, this volume covers the history of product placement, the advantages of this technique, the different methods used by branding professionals and future trends in the marketplace. The author also uses plenty of examples from film, music videos, computer games and novels to illustrate his points. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com)
Content provided by Syndetic Solutions, Inc. Terms of Use

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