Skip to content

An interview with Jean-Marc Lehu: Interview by Sarah Powell

by Sarah Powell
Strategic Direction ()
Get full text at journal

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.

Cite this document (BETA)

Readership Statistics

3 Readers on Mendeley
by Discipline
 
67% Business, Management and Accounting
 
33% Psychology
by Academic Status
 
33% Student > Master
 
33% Student > Ph. D. Student
 
33% Professor

Sign up today - FREE

Mendeley saves you time finding and organizing research. Learn more

  • All your research in one place
  • Add and import papers easily
  • Access it anywhere, anytime

Start using Mendeley in seconds!

Sign up & Download

Already have an account? Sign in