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Branded Entertainment
Product Placement and Brand Strategy in the Entertainment Business
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- Product placement spend set to triple to $7.5 billion by 2010 as 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 user’s guide for any marketer with a touch of innovation.'Christian Polge, President Coca-Cola FranceBranded Entertainment explains how product placement, a long-time phenomenon in films, has gone beyond this to now embrace all media. Citing examples fr...
- Product placement spend set to triple to $7.5 billion by 2010 as 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 user’s guide for any marketer with a touch of innovation.'
Christian Polge, President Coca-Cola France
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: 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.
- Includes examples from all media, from the Mini car in the Italian Job to jewellers Bulgari in the novel The Bulgari Connection
'A veritable user’s guide for any marketer with a touch of innovation.'
Christian Polge, President Coca-Cola France
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: 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.