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Branded Entertainment - Jean-Marc Lehu, Logan Page, 525 S. Fourth St. #241, Philadelphia, PA 19147, (215) 928-9112; ISBN-10 O 7494 4940-3; 336 pp, $39.95, May 2007
Professor Lehu of the Sorbonne researched and wrote his newest book - Branded Entertainment - at just the right time. Problem is most PR, communications and marketing people won't grab a copy and read it cover to cover.
Pity!
Historically, product placement has been thought of as strictly something companies did to get their products embedded in movies. And it required a dedicated team and lots of money.
Boy, how wrong conventional thinking can be, as professor Lehu points out in his roadmap to effective additional product coverage and exposure. There are literally virtual opportunities for product placement especially with new web opportunities appearing every day and second/third virtual worlds.
More importantly (for us) was that the book was a wake-up call that much of the product placement we were doing wasn't as effective as it might be, should be. That was a hard reality.
We admit that we notice product placements in entertainment but perhaps that's because we're in the industry. But we...