Branded entertainment : product placement & brand strategy in the entertainment business / Jean-Marc Lehu.

Origins of and reasons for product placement
History of product placement in the cinema
Films under a necessary advertising influence
The useful association of cinema and advertising
Advantages and methods of the use of product placements
Product placement : a competitive means of communication
Professional recommendations for effective placements
Respect for a legal framework and the desire for ethical practice
The expert opinion : Jean-Patrick Flandé
Branded entertainment in all its forms
Using all available vectors
Controlling further opportunities
Brand integration
Stage direction of brands in the twenty-first century
Towards a new strategic brand management.