Branded Entertainment by Jean-Marc Lehu
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; 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 exploiting the opportunities afforded by advances in technology to spread the message across multimedia channels.
Jean-Marc Lehu is Associate Marketing Professor at Panthéon Sorbonne University. 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 (also Kogan Page).
| SKU | Unavailable |
| ISBN 13 | 9780749453374 |
| ISBN 10 | 0749453370 |
| Title | Branded Entertainment |
| Author | Jean-Marc Lehu |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Kogan Page Ltd |
| Year published | 2008-12-03 |
| Number of pages | 280 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |