Branded Entertainment Product Placement& Brand Strategy in the Entertainment Business

Branded Entertainment Product Placement& Brand Strategy in the Entertainment Business Book Description

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.

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