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Handbook of product placement in the mass media: new strategies in marketing theory, practice, trends and ethics

Author: Galician, Mary-Lou Publisher: Best Business Books, 2004.Language: EnglishDescription: 288 p. : Ill. ; 21 cm.ISBN: 0789025353Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415 .H36 2004
(Browse shelf)
Available 001191448
Total holds: 0

Includes bibliographical references and index


Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics Contents Introduction: Product Placements in the Mass Media: Unholy Marketing Marriages or Realistic Story-Telling Portrayals, Unethical Advertising Messages or Useful Communication Practices? Mary-Lou Galician 1 THE PRACTICE OF PRODUCT PLACEMENT Insinuating the Product into the Message: An Historical Context for Product Placement Kathleen J. Turner 9 The Evolution of Product Placements in Hollywood Cinema: Embedding High-Involvement "Heroic" Brand Images Mary-Lou Galician Peter G. Bourdeau 15 Advertainment: The Evolution of Product Placement as a Mass Media Marketing Strategy Susan B. Kretchmer 37 Merchandising in the Major Motion Picture Industry: Creating Brand Synergy and Revenue Streams Charles A. Lubbers William J. Adams 55 The Extensions of Synergy: Product Placement Through Theming and Environmental Simulacra Scott Robert Olson 65 CONTROLS ON PRODUCT PLACEMENT Product Placement and the Law Paul Siegel 89 On the Ethics of Product Placement in Media Entertainment Lawrence A. Wenner 101 The Role and Ethics of Community Building for Consumer Products and Services Dean Kruckeberg Kenneth Starck 133 CASE STUDIES OF PRODUCT PLACEMENT -A Comparison of Product Placements in Movies and Television Programs: An Online Research Study Beng Soo Ong 147 Product Placement of Medical Products: Issues and Concerns Christopher R. Turner Cast Away and the Contradictions of Product Placement Ted Friedman 159 171 Brand Placement Recognition: The Influence of Presentation Mode and Brand Familiarity Ian Brennan Laurie A. Babin 185 The Bulgari Connection: A Novel Form of Product Placement Richard Alan Nelson 203 COMMENTARY When Product Placement Is NOT Product Placement: Reflections of a Movie Junkie David Natharius 213 INTERVIEWS A Leading Cultural Critic Argues Against Product Placement: An Interview with Mark Crispin Miller Mary-Lou Galician 219 A Rising Independent Filmmaker Argues for Product Placement: An Interview with Samuel A. Turcotte Mary-Lou Galician 223 Harry Potter, Coca-Cola, and the Center for Science in the Public Interest: An Interview with Michael F. Jacobson Mary-Lou Galician 227 A Pulitzer Prize-Winning Media Critic Discusses Product Placement: An Interview with Howard Rosenberg Mary-Lou Galician 233 MEDIA REVIEW Screening MEF's Behind the Screens: Hollywood Goes Hypercommercial (2000) Mary-Lou Galician 237 ROUNDTABLE Product Placement in the 21st Century Edited by Mary-Lou Galician 241 RESOURCE GUIDE A Product Placement Resource Guide: Recommended Publications and Websites Richard Alan Nelson Index 259 269

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