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Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business: Product Placement and Brand Strategy in the Entertainment Business Paperback – 12 Jan 2008

5.0 out of 5 stars 1 customer review

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  • Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business: Product Placement and Brand Strategy in the Entertainment Business
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  • Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory,Practice,Trends and Ethics
Total price: £59.98
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Product details

  • Paperback: 280 pages
  • Publisher: Kogan Page; 1 edition (12 Jan. 2008)
  • Language: English
  • ISBN-10: 0749453370
  • ISBN-13: 978-0749453374
  • Product Dimensions: 16.1 x 1.9 x 23.3 cm
  • Average Customer Review: 5.0 out of 5 stars 1 customer review
  • Amazon Bestsellers Rank: 129,508 in Books (See Top 100 in Books)
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Product description

Review

"Lehu explores the long history of product placement, and discusses its potential in the future." Publishing News "... practical advice and insights into the advantages of this form of brand advertising". Mad.co.uk "He describes the history of product placement in the cinema, how this association is useful, advantages and methods for effective placement, legal and ethical issues, using different forms of media, and brand integration. The book is aimed at brand managers, marketing professionals, and students." Book News Inc "Lehu explores the long history of product placement, and discusses its potential in the future." Publishing News "... practical advice and insights into the advantages of this form of brand advertising." Mad.co.uk "Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale." Patrick Quinn, PQ Media "Well researched and replete with examples, this highly readable book is a must for anyone interested in marketing and communications. Buy this one for your bookshelf! Summing up: Essential. Upper-division undergraduate through professional collections" --Choice USA

Book Description

Product placement spend is set to triple to $7.5 billion by 2010

New technology allows people to skip adverts and consumers are switching to commercial-free media such as MP3 players and Internet video

Includes examples from all media, from the Mini car in The Italian Job to jewellers Bulgari in the novel The Bulgari Connection

A veritable users guide for any marketer with a touch of innovation.

Christian Polge, President, Coca-Cola France

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21 September 2010
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