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

• Main Author: Lehu, Jean-Marc.
• Corporate Author: Gale Group.
• Format: Electronic
• Language: English; French
• Published: London ; Philadelphia : Kogan Page, 2007.
• Series: Gale virtual reference library
• Subjects: Product placement in mass media.; Product management.; Branding (Marketing)
• Online Access: Available for Universiti Teknologi MARA via Gale Virtual Reference Library. Click here to access

Explains the history and development of product placement; advantages of this form of brand advertising; and methods employed by different brands. Provides examples from film, to music video, to computer games.

Table of Contents:

• pt. 1. Origins of and reasons for product placement
• pt. 2. Advantages and methods of the use of product placements
• pt. 3. Branded entertainment in all its forms
• pt. 4. Brand integration.