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

by Mary-Lou Galician

Overview

Leading experts present cutting-edge ideas and current research on product placement!

The Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics is the first serious book in English to examine the wider contexts and varied texts of product placement, related media marketing strateg

Product Details

ISBN-13:	9781136781278
Publisher:	Taylor & Francis
Publication date:	05/28/2004
Sold by:	Barnes & Noble
Format:	eBook
Pages:	306
File size:	875 KB

About the Author

Mary-Lou Galician

Table of Contents

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

What People are Saying About This

Jan Napoleon Saykiewicz

The concept and the applications are presented in a way that CAPTURES THE ATTENTION AND INTEREST OF MARKETING STUDENTS AND TEACHERS, RESEARCHERS LOOKING FOR REFERENCES, AND MOST OF ALL, PRACTITIONERS. Interviews with prominent opinion-makers, comments on product placement in the twenty-first century, and the inclusion of a product placement resource guide make this book relatively unique on the market.
—PhD, Professor of Marketing & International Marketing, Duquesne University

Ronald A. Nykiel

A FASCINATING HANDBOOK FOR PRACTITIONERS AND STUDENTS. . . . COMPREHENSIVE. . . . The content and presentation are superb. . . . Loaded with rich case examples featuring major brands. . . . Each case is easy to read, filled with content, and placed within the context of success or failure. The rationale for the pro and/or con assessments include specific measurable quantitative, as well as professional qualitative assessments. AN EXTREMELY VALUABLE CONTRIBUTION TO THE LITERATURE.
—CHA, CHE, Conrad N. Hilton Distinguished Chair, University of Houston; Author of Marketing Your Business: A Guide to Developing a Strategic Marketing Plan