March 8, 2017

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

By Jean-Marc Lehu

Branded leisure explains how product placement, a long-time phenomenon in movies, has long gone past this to now embody all media. mentioning examples from movie, track video clips, and laptop video games, the writer explains the historical past and improvement of product placement, merits of this way of name advertisements, and strategies hired through various manufacturers. most significantly, Branded leisure discusses the longer term probabilities for utilizing this type of promoting to recreate an emotional reference to shoppers and to unfold the message throughout multimedia channels.

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Source: L’Encyclopédie du Marketing, Éditions d’Organisation Publishing, Paris, 2004, p 376. 24 Scott Donaton (2003) Reinventing the marketing communications business, Advertising Age, 10 February. See also Brian Steinberg and Suzanne Vranica (2004) Five key issues could alter the ad industry, Wall Street Journal, 5 January. 25 On this particular subject, see the very interesting study by Cristel A Russell, Andrew T Norman and Susan E Heckler (2004) People and their television shows: an overview of television connectedness, in L J Schrum (ed), The Psychology of Entertainment Media: Blurring the lines between entertainment and persuasion, Lawrence Erlbaum Associates, Mahwah, NJ, pp 275–90.

It is therefore hardly surprising if, in order to obtain them, they must ‘also’ buy classic 30-second spots, still indispensable to the channels’ finances. 29 The bad news was that more and more people were using all kinds of electronic methods to avoid the advertising content of the programmes, in particular through the use of DVRs (digital video recorders). These recorders make it easy to suppress the commercial breaks (skipping) or to pass over them very rapidly (zipping), which amounts to zapping without the inconvenience of waiting for the programme to restart.

This explains why the brands AAA, American Express, Beretta, Cadillac, Chevrolet, Chrysler, Converse, Discover, Ferrari, Ford, Jaguar, Lincoln, MasterCard, Mercedes, Motorola, Pez, Porsche, Springfield Armory, Steyr, UZI and Zippo, in particular, might be seen on screen. Globally, consumers in developed countries have never watched so much television. At the same time, they have never shunned advertising so much. A paradox? No, just a mathematical problem. Advertising pays for the content. No advertising equals no creation and no broadcasting of content.

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