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

Title: Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business

Author(s): Jean-Marc Lehu

Year: 2007

Publisher: Kogan Page

ISBN: 9780749453374

Description:

"Branded Entertainment" explores the evolution and expansion of product placement from its origins in novels to films, television, plays, books, shows, music videos, and even computer games. The book explains the history and development of product placement, its advantages as a form of brand advertising, and the various methods used by different brands.

It also discusses the future possibilities for using branded entertainment to create emotional connections with customers and how advances in technology enable spreading marketing messages across multiple media channels. The author, Jean-Marc Lehu, is a marketing professor and consultant, providing a scholarly yet practical perspective on brand strategy within the entertainment industry.