More praise -- More praise (continued) -- Title pg -- Imprint -- Contents -- Foreword -- Introduction -- The principle of product placement in films -- Classic placement -- Corporate placement -- Evocative placement -- Stealth placement -- PART I Origins of and reasons for product placement -- Chapter 1 History of product placement in the cinema -- Cinema's first steps -- Sponsored shows -- Chapter 2 Films under a necessary advertising -- The congested communications environment -- Fragmentation and dispersal of the audience -- DVR and TiVo, the enemies of advertising -- The corollary: growth in investment -- Chapter 3 The useful association of cinema and advertising -- A significant source of finance -- The natural evocative power of the brand -- The reality of a brand-consumerist world -- The credibility of a particular environment -- The creation of internal commercial synergies -- PART II Advantages and methods of the use of product placements -- Chapter 4 Product placement: a competitive means of communication -- A technique accepted by the audience -- A potentially powerful vector of -- A highly variable price, a relatively low cost -- Factors that can influence the -- A possible influence on purchasing behaviour -- Amplifying the effect and tracking the -- Tie-in possibilities -- Measuring the effectiveness of a placement -- Chapter 5 Professional recommendations -- Defining the objective and the attraction -- Ensuring a positive presence onscreen -- Points to consider in establishing -- Maximizing the prominence and -- Obtaining a central location onscreen -- Negotiating and controlling -- Signing a detailed partnership contract -- Chapter 6 Respect for a legal framework and the desire for ethical practice -- The possibility of 'legally' getting -- Placement of causes -- Adapting the creation to better.

The argument from showbusiness professionals -- The limits of intolerable over-exposure -- Parasitic communication and -- Chapter 7 The expert opinion: Jean-Patrick Flandé -- PART III Branded entertainment in all its forms -- Chapter 8 Using all available vectors -- Series and television programmes -- Novels and plays -- Song lyrics -- Branded videogames -- Chapter 9 Controlling further opportunities -- From credits to trailer -- Press relations transformed into -- Original advertising placements -- Placement after the event -- PART IV Brand integration -- Chapter 10 Stage direction of brands in the twenty-first century -- The bias of 'rejecting' advertising -- Mini-films dedicated to the brand -- Opportunities for digital mobility -- Adapting continually to a constantly -- Chapter 11 Towards a new strategic brand management -- Accompanying the potential consumer -- Prioritizing a multi-channel, multi-opportunity communication -- Integrating the limits of globalization -- Designing targeted placements -- Recreating an emotional link with the consumer -- Conclusion -- Appendix 1 -- Appendix 2 -- Index.