Lien ebook : https://search-ebscohost-com.ezproxy.univ-catholille.fr/logi...

eISBN : 9780749451431

Sommaire : Contents

PART I : Origins of and reasons for product placement

1. History of product placement in the cinema
Cinema's first steps ; Sponsored shows
2. 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
3. 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 II : Advantages and methods of the use of Product placements
4. Product placement: a competitive means of communication
A technique accepted by the audience ; A potentially powerful vector of positive image ; A highly variable price, a relatively low cost ; Factors that can influence the cost of a placement ; A possible influence on purchasing behaviour ; Amplifying the effect and tracking the impact of online placement ; Tie-in possibilities ; Measuring the effectiveness of a placement
5. Professional recommendations for effective placements
Defining the objective and the attraction of the placement ; Ensuring a positive presence onscreen ; Points to consider in establishing a placement contract ; Maximizing the
prominence and visibility of the placement ; Obtaining a central location onscreen ; Negotiating and controlling integration into the story ; Signing a detailed partnership contract as far in advance as possible
6. 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
7. The expert opinion: Jean-Patrick Flandé

PART III: Branded entertainment in all its forms
8. Using all available vectors
Series and television programmes ; Novels and plays ; Song lyrics ; Branded videogames
9. Controlling further opportunities
From credits to trailer ; Press relations transformed into intelligent lobbying ; Original advertising placements ; Placement after the event

PART IV: Brand integration
10. Stage direction of brands in the twenty-first century
The bias of 'rejecting' advertising ; Mini-films dedicated to the brand ; Opportunities for digital mobility ; Adapting continually to a constantly changing environment
11 Towards a new strategic brand management
Accompanying the potential consumer ; Prioritizing a multi-channel, multi-opportunity communication ; Integrating the limits of globalization ; Designing targeted placements ; Recreating an emotional link with the consumer
Conclusion
Appendix 1 : Original press release from Universal Studios for the promotional campaign accompanying the release of the film King Kong (2005), by Peter Jackson
Appendix 2 : Recent examples of alcoholic drinks brands benefiting from a placement

Langue : Anglais

Localisation : Bibliothèque Campus de Nice

Support : Numérique

Etat : Présent

Propriétaire : Bibliothèque