Branded Entertainment (Hardcover)

Product Placement & Brand Strategy in the Entertainment Business

By Jean-Marc Lehu

Kogan Page, 9780749449407, 266pp.

Publication Date: May 1, 2007

Other Editions of This Title:
Paperback (2/1/2009)

List Price: 45.00*
* Individual store prices may vary.

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, music videos, and 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 to spread the message across multimedia channels.


About the Author

Jean-Marc Lehu is Associate Marketing Professor at Pantheon Sorbonne University in Paris, France. 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" (2006, Kogan Page).


Praise For Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business

"Branded Entertainment by Jean-Marc Lehu is 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