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Branded entertainment : = product pl...

Lehu, Jean-Marc.

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

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	Branded entertainment :/ Jean-Marc Lehu.
其他題名:	product placement & brand strategy in the entertainment business /
作者:	Lehu, Jean-Marc.
出版者:	London ;Kogan Page, : 2007.,
面頁冊數:	ix, 266 p. :ill. ; : 24 cm.;
標題:	Product placement in mass media. -
電子資源:	http://www.loc.gov/catdir/toc/ecip079/2007003323.html
ISBN:	0749449403 (bound) :

Branded entertainment : = product placement & brand strategy in the entertainment business /
Lehu, Jean-Marc.

Branded entertainment :product placement & brand strategy in the entertainment business /Jean-Marc Lehu. - London ;Kogan Page,2007. - ix, 266 p. :ill. ;24 cm.

Includes bibliographical references and index.

Origins of and reasons for product placement. History of product placement in the cinema ; Films under a necessary advertising influence ; The useful association of cinema and advertising -- Advantages and methods of the use of product placements. Product placement : a competitive means of communication ; Professional recommendations for effective placements ; Respect for a legal framework and the desire for ethical practice ; The expert opinion : Jean-Patrick Fland?-- Branded entertainment in all its forms. Using all available vectors ; Controlling further opportunities -- Brand integration. Stage direction of brands in the twenty-first century ; Towards a new strategic brand management.

ISBN: 0749449403 (bound) :GBP25.00 :

LCCN: 2007003323

Nat. Bib. No.: GBA694359Subjects--Topical Terms:

526509
Product placement in mass media.

LC Class. No.: HF6146.P78 / L4413 2007

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