Author: Jean-Marc Lehu
Publisher: Kogan Page
This textbook will command a wide audience in media and marketing courses.
In investigating the integration of brands into media, it offers a range of strategies in brand management. A well-referenced and scholarly book, it examines the type of placements that have been activated in film, television, video games, popular music and mobile telephony.
Branded Entertainment will have a long-lasting currency. It is fascinating to read, showing not only the effectiveness of celebrity product placement, but how brands are naturalised in culture.
Who is it for? This text is well suited to undergraduate and masters students in marketing and the media. It also has relevance for scholars working in celebrity studies.
Presentation: Beautifully written and well referenced, it opens readers to an array of further research.
Would you recommend it? It is a pleasure to read and will be a key text in tracking online and offline brand management.