Branded Entertainment: Product Placement & Brand Strategy in by Jean-Marc Lehu PDF

By Jean-Marc Lehu

ISBN-10: 0749449403

ISBN-13: 9780749449407

Branded leisure explains how product placement, a long-time phenomenon in movies, has long past past this to now embody all media. bringing up examples from movie, track movies, and desktop video games, the writer explains the historical past and improvement of product placement, merits of this type of brand name advertisements, and techniques hired via diverse manufacturers. most significantly, Branded leisure discusses the longer term chances for utilizing this manner of promoting to recreate an emotional reference to consumers and to unfold the message throughout multimedia channels.

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Additional info for Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business

Sample text

In 1931, Variety observed that more than 50 per cent of cinemas showed advertising programmes. At the dawn of the ‘talkies’, towards the end of the 1920s, the phenomenon was so remarkable that the cinema had become the place of entertainment. The brands even organized factual communications operations in cinema lobbies. However, advertising films, as well as the commercial direction of cinemas, eventually succumbed to their opponents. 6 In contrast, placement in films resisted opposition and evolved.

A type of advertising on demand, accessible 24 hours a day for the length of the contract’s duration, these films of a few minutes only presented the product and generally offered interactive content. The interactive functions could be used to gain more information about the product. 37 Even more revealing, 52 per cent explained that the finance came from their television advertising budget. Very large advertisers such as General Motors and Procter & Gamble confirmed that from 2005, their investments in classic television advertising would June Deery (2004) Reality TV as advertainment, Popular Communication, 2(1), pp 1–20.

However, Dakota Fanning’s plea was not only well integrated into the screenplay, it was also very convincing. 31 The TiVo is a device, or more accurately a technology, that allows the viewer to watch a television programme pre-recorded and/or cleaned of its advertising content. 32 Pointing the finger at TiVo alone, or at one of its competitors, such as ReplayTV, would however be naïve, even foolhardy. The rapid development of the market for digital recorders constitutes an even bigger threat for traditional television advertising, which many consumers increasingly avoid.

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Branded Entertainment: Product Placement & Brand Strategy in the Entertainment Business by Jean-Marc Lehu


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