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Contents Preface Introduction The principle of product placement in films Classic placement Institutional placementl . Evocative placement Stealth placement Part 1 : Origins of and reasons for product placement A ¿History of product placement in the cinema Cinema¿s first steps Sponsored shows B ¿ Films under a necessary advertising influence The congested communications environment Fragmentation and dispersal of the audience DVR and TiVo, the enemies of advertising The corollary growth in investment ¿. C ¿ The useful association of cinema and advertising A significant source of finance The natural evocative power of the brand The reality of a brand-consumerist world The credibility of a particular environment The creation of internal commercial synergies Part 2 : Advantages and methods of the use of product placement A ¿ Product placement : a successful means of communication A technique accepted by the public An extremely powerful potential carrier of positive image A highly variable price for a relatively low cost A possible influence on purchasing behaviour Amplifying the effect and tracking the impact of Internet placement Tie-in possibilities Measuring the effectiveness of a placement B ¿ Professional recommendations for effective placements Defining the objective and the attraction of the placement Ensuring a positive presence onscreen Maximising the prominence and visibility of the placement Achieving a central location onscreen Negotiating and controlling integration into the story Signing a detailed partnership contract as far in advance as possible C ¿ Respect for a legal framework and the desire for ethical practice The possibility of ¿legally¿ getting around the law Placement of causes Adapting the creation to better serve the product The argument from showbusiness professionals The limits of intolerable over-exposure Parasitic communication and undesired placements D ¿ The expert opinion : Jean-Patrick Flandé Part 3 : Branded entertainment in all its forms A ¿ Using all available vectors Series and television programmes Novels and plays Song lyrics Branded videogames B¿ Controlling further opportunities From credits to trailer Press relations transformed into intelligent lobbying Original advertising placements Placement a posteriori Part 4 : Brand integration A ¿ Stage direction of brands in the 21st century The bias of ¿rejecting¿ advertising Mini-films dedicated to the brand Opportunities for digital mobility Adapting continuall to a constantly changing environment B ¿ Towards a new strategic brand management Accompanying the potential consumer Prioritising a multi-channel, multi-opportunity communication Incorporating the limits of globalisation Designing targeted placements Recreating an emotional link with the consumer Conclusion Index NB: in the interests of consistency, for all the film examples used, the date given is that of the film¿s opening in theatres in the country of origin and not the production date.
Library of Congress Subject Headings for this publication:
Product placement in mass media.
Product management.