Branded entertainment : product placement and brand strategy in the entertainment business

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, music videos, and computer games, the author explains the history and development of product placement, advantages of this form of brand advertising, and 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 to spread the message across multimedia channels. Branded Entertainment explains how product placement, a long-time phenomenon in film, has moved outside the movie theater to embrace all forms of media. Citing examples from film, music videos and computer games, the author explains the history and development of product placement, the advantages of this form of brand advertising, and 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 to spread the message across multimedia channels. Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale. Patrick Quinn, PQ Media 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 the: history and development of product placement; advantages of this form of brand advertising; and 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. "Lehu explores the long history of product placement, and discusses its potential in the future." Product placement has evolved from a novel marketing tactic to a key marketing strategy on a global scale. This work explains the: history and development of product placement; advantages of this form of brand advertising; and methods employed by different brands Investigates product placement in the media including films, TV, books, theatre, music and videogames. Examines a new strategic brand management that uses branded entertainment to appeal to a fragmented advertising audience. When we study the origins of product placement, we generally think of the pioneering, often hesitant applications that were to be found in cinema more than a hundred years ago.