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

ISBN-13: 9780789025357 / Angielski / Miękka / 2004 / 302 str.

Mary-Lou Galician

Opis

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 placement in terms of historical context, Hollywood, brand synergy and brand identity and legal/ethical issues. The Handbook of Product Placement in the Mass Media also explores fascinating case studies focusing on product placement in movie and television programmes, 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. With the major film and television studios' increasing reliance on corporate sponsorship, this title is inavaluable for those who wish to study the balance between commerce and culture, or for students or practitioners involved in media marketing.

Spis treści

Introduction: Product Placements in the Mass Media: Unholy Marketing Marriages or Realistic Story-Telling Portrayals, Unethical Advertising Messages or Useful Communication Practices? THE PRACTICE OF PRODUCT PLACEMENT Insinuating the Product into the Message: An Historical Context for Product Placement The Evolution of Product Placements in Hollywood Cinema: Embedding High-Involvement “Heroic” Brand Images Advertainment: The Evolution of Product Placement as a Mass Media Marketing Strategy Merchandising in the Major Motion Picture Industry: Creating Brand Synergy and Revenue Streams The Extensions of Synergy: Product Placement Through Theming and Environmental Simulacra CONTROLS ON PRODUCT PLACEMENT Product Placement and the Law On the Ethics of Product Placement in Media Entertainment The Role and Ethics of Community Building for Consumer Products and Services CASE STUDIES OF PRODUCT PLACEMENT A Comparison of Product Placements in Movies and Television Programs: An Online Research Study Product Placement of Medical Products: Issues and Concerns Cast Away and the Contradictions of Product Placement Brand Placement Recognition: The Influence of Presentation Mode and Brand Familiarity The Bulgari Connection: A Novel Form of Product Placement COMMENTARY When Product Placement Is NOT Product Placement: Reflections of a Movie Junkie INTERVIEWS A Leading Cultural Critic Argues Against Product Placement: An Interview with Mark Crispin Miller A Rising Independent Filmmaker Argues for Product Placement: An Interview with Samuel A. Turcotte Harry Potter, Coca-Cola, and the Center for Science in the Public Interest: An Interview with Michael F. Jacobson A Pulitzer Prize-Winning Media Critic Discusses Product Placement: An Interview with Howard Rosenberg MEDIA REVIEW Screening MEF’s Behind the Screens: Hollywood Goes Hypercommerical (2000) ROUNDTABLE Product Placement in the 21st Century RESOURCE GUIDE A Product Placement Resource Guide: Recommend Publications and Websites Index Reference Notes Included

O autorze

Mary-Lou Galician