Le placement de produit dans l’Entertainment : une interview pour France Culture
In French ... / Product Placement strategies

Le placement de produit dans l’Entertainment : une interview pour France Culture

Dans cette interview pour France Culture, je reviens sur les origines du placement de produit et de marque et explore son efficacité tant au niveau de la mémorisation qu’à celui-ci de l’attitude. J’aborde les placements dans les films, la musique, la radio et les contenus du branded entertainment… et bien sûr mes variables préférées : … Continue reading

Jaguar releases “British Villains”, a short film where any single word is a marketing value
Film / (web) Serie

Jaguar releases “British Villains”, a short film where any single word is a marketing value

Partnerships between brands and movie directors are a sustainable, long love story. This year, Jaguar released its first Super Bowl ad directed by Tom Hooper, featuring Sir Ben Kingsley, Tom Hiddleston and Mark Strong.  Oh, and of course, it also features Jaguar F-Type Coupes! In this film, the trio explains why the Brits make the … Continue reading

Music in ads: do brands neglect the effectiveness of congruency?
Music / Product Placement strategies

Music in ads: do brands neglect the effectiveness of congruency?

For years, brands have integrated music in their promotion campaigns. It is now a common knowledge that music can influence consumers’ behaviors. However, even if most brands include the importance of its impact in their communication strategies, many of them seem to neglect the factors that enhance these effects. Spoiler alert: this article may contain … Continue reading