1973680
9780789025340
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. This book also includes 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. Educational Book Review says, "LOADED WITH RICH CASE EXAMPLES featuring major brands, each case is easy to read and filled contents. . . .USEFUL FOR TEACHING CLASSES in promotion, marketing, and problems in advertising and publications. . . .AN EXTREMELY VALUABLE CONTRIBUTION."Galician, Mary-Lou is the author of 'Handbook of Product Placement in the Mass Media New Strategies in Marketing Theory, Practice, Trends, and Ethics', published 2004 under ISBN 9780789025340 and ISBN 0789025345.
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