Branded entertainment : product placement & brand strategy in the entertainment business

著者

書誌事項

Branded entertainment : product placement & brand strategy in the entertainment business

Jean-Marc Lehu

Kogan Page, 2007

大学図書館所蔵 件 / 全13件

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

"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".

目次

  • part i: origins of and reasons for product placement 1 history of product placement in the cinema cinema's first steps
  • sponsored shows 2 films under a necessary advertising influence the congested communications environment
  • fragmentation and dispersal of the audience
  • dvr and tivo, the enemies of advertising
  • the corollary: growth in investment 3 the useful association of cinema and advertising a significant source of finance
  • the natural evocative power of the brand
  • the reality of a brand-consumerist world
  • the credibility of a particular environment
  • the creation of internal commercial synergies part ii: advantages and methods of the use of product placement 4 product placement: a competitive means of communication a technique accepted by the audience
  • a potentially powerful vector of positive image
  • a highly variable price, a relatively low cost
  • factors that can influence the cost of a placement
  • a possible influence on purchasing behaviour
  • amplifying the effect and tracking the impact of online placement
  • tie-in possibilities
  • measuring the effectiveness of a placement 5 professional recommendations for effective placements defining the objective and the attraction of the placement
  • ensuring a positive presence onscreen
  • points to consider in establishing a placement contract
  • maximizing the prominence and visibility of the placement
  • obtaining a central location onscreen
  • negotiating and controlling integration into the story
  • signing a detailed partnership contract as far in advance as possible 6 respect for a legal framework and the desire for ethical practice the possibility of 'legally' getting around the law
  • placement of causes
  • adapting the creation to better serve the product
  • the argument from showbusiness professionals
  • the limits of intolerable over-exposure
  • parasitic communication and undesired placements 7 the expert opinion: jean-patrick flande part iii: branded entertainment in all its forms 8 using all available vectors series and television programmes
  • novels and plays
  • song lyrics
  • branded videogames 9 controlling further opportunities from credits to trailer
  • press relations transformed into intelligent lobbying
  • original advertising placements
  • placement after the event part iv: brand integration 10 stage direction of brands in the twenty-first century the bias of 'rejecting' advertising
  • mini-films dedicated to the brand
  • opportunities for digital mobility
  • adapting continually to a constantly changing environment 11 towards a new strategic brand management accompanying the potential consumer
  • prioritizing a multi-channel, multi-opportunity communication
  • integrating the limits of globalization
  • designing targeted placeme

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