Branded Entertainment: Product Placement and Brand Strategy in the Entertainment Business Book

Foreword     viii
Introduction     1
Origins of and Reasons for Product Placement     15
History of product placement in the cinema     17
Cinema's first steps     19
Sponsored shows     23
Films under a necessary advertising influence     25
The congested communications environment     26
Fragmentation and dispersal of the audience     28
DVR and TiVo, the enemies of advertising     31
The corollary: growth in investment     33
The useful association of cinema and advertising     36
A significant source of finance     38
The natural evocative power of the brand     41
The reality of a brand-consumerist world     47
The credibility of a particular environment     51
The creation of internal commercial synergies     54
Advantages and Methods of the Use of Product Placements     59
Product placement: a competitive means of communication     61
A technique accepted by the audience     64
A potentially powerful vector of positive image     67
A highly variable price, a relatively low cost     70
Factors that can influence the cost of a placement     71
Apossible influence on purchasing behaviour     78
Amplifying the effect and tracking the impact of online placement     81
Tie-in possibilities     84
Measuring the effectiveness of a placement     92
Professional recommendations for effective placements     96
Defining the objective and the attraction of the placement     98
Ensuring a positive presence onscreen     100
Points to consider in establishing a placement contract     103
Maximizing the prominence and visibility of the placement     110
Obtaining a central location onscreen     114
Negotiating and controlling integration into the story     118
Signing a detailed partnership contract as far in advance as possible     122
Respect for a legal framework and the desire for ethical practice     125
The possibility of 'legally' getting around the law     127
Placement of causes     134
Adapting the creation to better serve the product     135
The argument from showbusiness professionals     140
The limits of intolerable over-exposure     141
Parasitic communication and undesired placements     144
The expert opinion: Jean-Patrick Flande     149
Branded Entertainment in All Its Forms      157
Using all available vectors     159
Series and television programmes     160
Novels and plays     166
Song lyrics     171
Branded videogames     178
Controlling further opportunities     193
From credits to trailer     193
Press relations transformed into intelligent lobbying     198
Original advertising placements     201
Placement after the event     203
Brand Integration     207
Stage direction of brands in the twenty-first century     209
The bias of 'rejecting' advertising     211
Mini-films dedicated to the brand     212
Opportunities for digital mobility     220
Adapting continually to a constantly changing environment     223
Towards a new strategic brand management     224
Accompanying the potential consumer     225
Prioritizing a multi-channel, multi-opportunity communication     229
Integrating the limits of globalization     233
Designing targeted placements     236
Recreating an emotional link with the consumer     238
Conclusion     242
Original press release from Universal Studios for the promotional campaign accompanying the release of the film King Kong (2005)   Peter Jackson     248
Recent examples of alcoholic drinks brands benefiting from a placement     252
Index     257