Get Branded Entertainment: Product Placement & Brand Strategy in PDF

By Jean-Marc Lehu

ISBN-10: 0749449403

ISBN-13: 9780749449407

Branded leisure explains how product placement, a long-time phenomenon in movies, has long gone past this to now include all media. bringing up examples from movie, tune movies, and computing device video games, the writer explains the heritage and improvement of product placement, merits of this way of name ads, and strategies hired by means of diverse manufacturers. most significantly, Branded leisure discusses the long run chances for utilizing this type of merchandising to recreate an emotional reference to clients and to unfold the message throughout multimedia channels.

Show description

Read Online or Download Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business PDF

Best advertising books

Read e-book online BUZZ: How to Create It and Win with It PDF

How does a political unknown, with little wealth or relatives connections, tackle the main strong figures in manhattan politics - and upward thrust to the head, turning into not just the Mayor, yet a permanent influential determine at the American scene. in line with the previous Mayor of latest York (for 3 phrases, 1978-1989), Ed Koch, the reason is "Buzz.

Download e-book for iPad: Balanced Brand: How to Balance the Stakeholder Forces That by John Foley

Businesses often suppose if their revenues are strong, then their model and attractiveness has to be robust. yet all too usually, they do not have a transparent figuring out of the values that force model and acceptance and truly maintain long term profitability and development. This leaves businesses susceptible to harmful backlash among company values, and people in their stakeholders: buyers, staff, shareholders, media, executive, and neighborhood.

Advertising 2.0: Social Media Marketing in a Web 2.0 World by Tracy L. Tuten PDF

On a daily basis, print and on-line alternate magazines and information assets tout advancements in web advertising, branding, and advertising. Seismic shifts within the industry―like significant advertisers establishing store in moment lifestyles and different trade realities―have pressured sellers and advertisers, prepared or now not, to hire new advertisements types.

Read e-book online Macmillan Dictionary of Marketing and Advertising PDF

What's ACORN, the "Boston Box", psychographics? each alternate and career has its personal particular language and jargon and advertising and marketing and ads aren't any exception to this rule. certainly many may declare that advertising and advertisements are answerable for a wide share of the recent phrases and idioms brought into the language of industrial lately.

Extra resources for Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business

Sample text

During the filming of The Terminal (2004), the director Steven Spielberg, always attentive to detail, decided that the bottle of champagne called for in the script for the dinner between Tom Hanks and Catherine Zeta Jones was somewhat too expensive. The props master David Harlocker, who had in his possession a bottle of Clos du Val, suggested it, and it was immediately put to use. The previous year, Clos du Val was also used in Alejandro Gonzalez Iñárritu’s 21 Grams. C. (Warner), The Sopranos (HBO) and Two and a Half Men (Warner).

Confirming the tendency of a growing number of cases, see in particular Mary-Lou Galician (ed) (2004) Handbook of Product Placement in the Mass Media, Haworth Press, Binghamton, NY; Kathy Brittain McKee (1998) Conceptualizing brand placement as a viable media strategy: perspectives and prescriptives, American Academy of Advertising Conference Proceedings ed Darrel D Muehling, AAA, Lexington, KY, pp 305–07; Rosemary J Avery and Rosellina Ferraro (2000) Verisimilitude or advertising? Brand appearances on prime time television, Journal of Consumer Affairs, 34(2), pp 217–44; Cristel Antonia Russell (2002) Investigating the effectiveness of product placements in television shows: the role of modality and plot connection congruence on brand memory and attitude, Journal of Consumer Research, 29, December, pp 306–18; Ian Brennan and Laurie A Babin (2004) Brand placement recognition: the influence of presentation mode and brand familiarity, Journal of Promotion Management, 10(1/2), pp 185–202; Abram Sauer (2006) Brandchannel’s 2005 product placement awards, BusinessWeek, 2 March.

2 Lorne Manly (2005) When the ad turns into the story line, New York Times, 2 October. 3 Nowadays, the props master is provided early on in proceedings with a wish list, less and less general and increasingly specific, which lists the places, services, products and brands that the film needs. Established in concert between the director and the producer, sometimes with the help of the scriptwriter, a wish list can also benefit from the early advice of the props master. It will sometimes contain ‘generic’ items (a beer, an office lamp, a bus service, a restaurant), which will be left to the discretion of the props master.

Download PDF sample

Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business by Jean-Marc Lehu

by Kenneth

Rated 4.14 of 5 – based on 19 votes