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Editorial Reviews
Review
"A FASCINATING HANDBOOK FOR PRACTITIONERS AND STUDENTS. . . . COMPREHENSIVE. . . . The content and presentation are superb. -- Dr. Ronald A. Nykiel, CHA, CHE, Conrad N. Hilton Distinguished Chair, University of Houston; Author of Marketing Your Business: A Guide to Developing a Strategic Marketing Plan
--This text refers to the
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Product Description
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.
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Inside This Book
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First Sentence:
SUMMARY. The cozy arrangement of marketers embedding their products in mediated messages has its antecedents in radio and television, when sponsors often controlled the entirety of programs, from writing to casting to pitches for the products within the program. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
environmental simulacra, environmental simulacrum, product placement industry, such consumer communities, intraoperative recall, brand placement, virtual ads, placement recognition, audible reference, video insertion, virtual placements, brand familiarity, media marketing strategies, commercial speech doctrine, visual placement, product placements, corporate synergy, movie promotion, false recall, contemporary global capitalism, unfamiliar brands, recognition scores, promotion management, medical marketing, corporate marketers Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, The Haworth Press, Best Business Books, Cast Away, Mary-Lou Galician, The Haworth Document Delivery Service, Digital Object Identifier, Journal of Promotion Management, Harry Potter, Taster's Choice, New Strategies, Star Trek, Marketing Theory, Advertising Age, Commercial Alert, First Amendment, Las Vegas, Supreme Court, The Bulgari Connection, Federal Trade Commission, Journal of Advertising, Mass Communication, Princeton Video, United States, Caesar's Palace New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
SUMMARY. The cozy arrangement of marketers embedding their products in mediated messages has its antecedents in radio and television, when sponsors often controlled the entirety of programs, from writing to casting to pitches for the products within the program. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
environmental simulacra, environmental simulacrum, product placement industry, such consumer communities, intraoperative recall, brand placement, virtual ads, placement recognition, audible reference, video insertion, virtual placements, brand familiarity, media marketing strategies, commercial speech doctrine, visual placement, product placements, corporate synergy, movie promotion, false recall, contemporary global capitalism, unfamiliar brands, recognition scores, promotion management, medical marketing, corporate marketers Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, The Haworth Press, Best Business Books, Cast Away, Mary-Lou Galician, The Haworth Document Delivery Service, Digital Object Identifier, Journal of Promotion Management, Harry Potter, Taster's Choice, New Strategies, Star Trek, Marketing Theory, Advertising Age, Commercial Alert, First Amendment, Las Vegas, Supreme Court, The Bulgari Connection, Federal Trade Commission, Journal of Advertising, Mass Communication, Princeton Video, United States, Caesar's Palace New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 56
books:
See all 56 books this book cites
- The Bulgari Connection (Weldon, Fay) by Fay Weldon on 9 pages
- Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics by Mary-lou Galician on 4 pages
- Cheerios Counting Book by Will Mcgrath on page 205, and page 211
- Digital Democracy by Cynthia J. Alexander on page 118, and page 121
- No Logo: No Space, No Choice, No Jobs by Naomi Klein on page 174, and page 183
See all 56 books this book cites
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