Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics

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Descrizione

This book examines product placement, related media marketing strategies, and their impacts upon consumers. The contributors are national experts in a variety of mass media specialties, who address product placement in terms of historical context, Hollywood, brand synergy and brand identity, and legal/ethical issues. You'll also find fascinating case studies focusing on product placement in movie and television programs, in books, and as a marketing technique for medical products--plus examinations of the impact of adding an audible reference to a visually prominent brand placement and of the use of generic or fictitious products in otherwise "realistic" films.

Dettagli del libro

Titolo: Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics
Redattore: Mary-Lou Galician
Editore: Best Business Books
Data di Pubblicazione: May 2004
ISBN: 0789025353
ISBN-13: 9780789025357
Pagine: 00288
Reparto: Advertising & Promotion

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