'Branded Entertainment'

Another book done - ' Branded Entertainment - Product Placement and Brand Strategy in the Entertainment Business' by Jean-Marc Lehu

This book was very helpful - if gave me a brief outline on the origins and reasons for product placement (basically narrowed it down to source of finance) and its advantages. Eventually moving onto the adapting to a new world with PVR and tv online.

It has given me a very clear perspective of how and why it works.

On the other hand - I'm now past half way with the PRP paper I am writing. It is taking time, and a lot of loose end tidying. Currently under the description of proposed practice.

I believe that as long as I know my stuff good enough I will be just fine..so I'm going to keep reading now..

'The future of advertising' - Joe Cappo

i've just finished a booked titled 'The future of advertising' by Joe Cappo.

Overall, I found this book an enjoyable read (not to say I should never enjoy doing serious work) - it worked chronologically and had all the basic details about advertising tied in. I would say it is a recommended read for a newbie like myself.

The first couple of chapters were mainly about the history of advertising and how it has always been around and the earlier years of the industry. That gave me a crash course in the area of which before now I had no idea about.

The middle chapters were all about technology and its development - how the industry was going to keep up. It gave examples of how different companies (of different fields) have walked away from their re-invention made adaptable to new media successfully or just plunged straight to rock bottom.

The middle section also began to offer insights as to how advertising on television is no longer the main source, how prime time is no longer prime time and worst of all, how ad-zapping has been made available in the past decade and how this has affected the industry itself.

The end chapters were mainly about the future of advertising (as promised by the title) - the reinvention of new media and the way we communicate.

Overall, a good read and very useful in filling in gaps.

simulated client project - wrap!

ok, after a brief feedback session, it was agreed that minor changes should be made -
so here is the revised version.

20 Second advert...final

http://www.youtube.com/watch?v=OJugfg5tW4U

20 Second advert...final

the Hive - 'Enterprise Extravaganza'

I had a very productive day in the talk series the Hive at Nottingham Trent University held.

Mike Southon, the die-hard Beatle fan (more commonly know as the Beermat enterpreneur), gave an inspiring speech in entrepreneurship. He changed my views on how to run a business yourself, like totally.

Alongside many other simple bits of truth such as be local and be reliable, he stressed that if you are good at a few things, pick one and stick with it - there is never any point in trying to do everything yourself.

The other group we had was BassToneSlap - very loud performance indeed. Definitely demonstrated how thinking outside of the box is often just what we need.

Research - phrase II

After much considerations here are the outlines of what I will be discussing in my paper

1/ establishing different ways of marketing within the audiovisual industry and how they work.

2/ the current issues and era we're in - e.g. advance of technology development, such as mobile tv, iphones and TiVo(sky+ boxes) etc...hence

3/ how and why they are developing and what effects they have on the industry looking esp into product placement (new ways developed?)

4/ moral grounds of advertising - upfront vs subversive vs sumbliminal - ethical?

5/ where will advertising go in the future within the industry - will product placement grown or die out? How and why.

the research is still on-going and still I'm reading more papers.

The latest additions are
'An Explorative Study of Testing the Effectiveness of Product Placement Compared to 30-Second Commercials' by Kristin Blonde and Irene Roozen, Vlekho-Business School Belgium

'Moviegoers' Response to Product Placement: A Mise-En-Scene Analysis' by Marco Nappolini and Chris Hackley, Royal Holloway University of London.

'Product Placement - A consultation on issues related to product placement' - Published by Ofcom

Too much reading is still never enough!