Can Brand Image move Upwards after Sideways Strategic approach to Brand placements Harvard Case Solution & Analysis

In today's fragmented media and popular technologies such as TiVo DVR, and more of a challenge for marketers to get quality face time with the audience. The more clients try to avoid advertising, there has been growth in brand placement: the practice of brand integration in entertainment media, particularly television and film. Mark with accommodation of spectators, limits the audience to ignore the commercial messages, and even affect the buying behavior, as evidenced by the increase in sales Blackstone Pinot Noir after placing the brand in the movie Sideways. Despite the prevalence of this practice, however, the industry often has a few focused way. In this article, we learned from the scientific literature and trade publications are indicative of the growing popularity of the brand placement, and propose a specific set of guidelines to improve the effectiveness of arrangements in implementing brand marketing objectives. "Hide
on Chiranjeev Kohli, Sunil Thomas Source: Business Horizons 12 pages. Publication Date: January 15, 2011. Prod. #: BH417-PDF-ENG

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