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

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

Brands in Bollywood movies
Film / (web) Serie / Product Placement strategies

Brands in Bollywood movies

The globalization of media allows brand placements subtle ways to reach local and international consumers. We often discuss product placement in american movies but sometimes forget about other countries. The main “competitor” of Hollywood is obviously Bollywood. How does product placement work in Bollywood? After my trip to India (which explains why I did not … Continue reading