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Strategic Direction ()

Abstract

Purpose – This paper provides an interview with Jean-Marc Lehu about the growth in product placement as an alternative to classic TV advertising, which is in decline. Design/methodology/approach – This paper is an interview with Jean-Marc Lehu. Findings – Discusses changes in consumer behavior, the impact of new technologies and the advantages and risks of product placement. Outlines the different types of product placement, illustrating these and other points made with examples of placement strategies in specific films. Forecasts continuing development of branded entertainment and increasing use of corporate websites in the delivery of entertaining interactive content designed to foster and maintain contact with consumers. Originality/value – This paper provides an outline of product placement as an alternative to classic TV advertising. Record 2.

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