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Handbook of Product Placement in the Mass Media - New Strategies in Marketing Theory, Practice, Trends, and Ethics (Paperback)
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Handbook of Product Placement in the Mass Media - New Strategies in Marketing Theory, Practice, Trends, and Ethics (Paperback)
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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 strategies, and audience impacts. The contributors are
national experts in a variety of mass media specialties-history,
law, and ethics (both media ethics and medical ethics); cultural
and critical analysis; content analysis and effects; visuality;
marketing, advertising, public relations, and promotion; and
digital technology and futures. Handbook of Product Placement in
the Mass Media is a part of The Haworth Press, Inc. promotion book
series edited by Richard Alan Nelson, PhD, APR.This
first-of-its-kind book features interviews with leading critics and
proponents of product placement (including the Pulitzer
Prize-winning media critic of the LA Times and the Director of the
Center for Science in the Public Interest in Washington, DC).
You'll also find a lively roundtable of many of the major
contributors (in Q&A format), a review of a recent video on
product placement, and a helpful resource guide to publications and
Web sites that further enhance the value of the book. From the
editor: The influence of product placement is perceived as so great
that its detractors have sought federal regulation of the practice.
This book examines the wider contexts and varied texts of product
placement and related mass media marketing strategies. The
contributors represent a rich variety of methodological approaches
and viewpoints, which should stimulate readers to think about this
complex issue in an appropriately multifaceted fashion and to
triangulate their own study. The Handbook of Product Placement in
the Mass Media: New Strategies in Marketing Theory, Practice,
Trends, and Ethics presents careful research, expert opinion, and
insiders' perspectives on: product placement's historical
contextfrom its origins in early radio and television programming
to the evolution of the practice and the advent of advertainment
and brand promotion via online computer games the evolution of
product placement in Hollywoodwith a trend analysis of the 15
top-grossing motion pictures of 1977, 1987, and 1997 the use of
product placement to generate additional production revenue for
motion pictures brand synergy and building brand identity legal
aspects of product placementhow it relates to the First Amendment
and to the Supreme Court's commercial speech doctrine ethical
issues related to product placement, product integration, and video
insertion . . . plus fascinating case studies focusing on important
aspects of product placement: its use in movie and television
programs in general, and in the 2000 movie Cast Away in particular
its use as a marketing technique for medical products the impact
upon brand recognition of adding an audible reference to a visually
prominent brand placement the inclusion of brand names in book
storylines the impact upon viewers of the use of fake (generic,
fictitious) products in realistic films
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