Licensed to sell : product placement in the James Bond film series

Nitins, Tanya L. (2012) Licensed to sell : product placement in the James Bond film series. In Greenland, Steven, Bainbridge, Jason G., Galloway, Chris, & Gillett, Rob (Eds.) Strategic Communication: Cases in Marketing, Public Relations, Advertising and Media. Pearson Australia, Northern Sydney, Australia, pp. 114-125.

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As one of the longest running franchises in cinema history, and with its well-established use of product placements, the James Bond film series provides an ideal framework within which to measure and catalogue the number and types of products used within a particular timeframe. This case study will draw upon extensive content analysis of the James Bond film series in order to chart the evolution of product placement across the franchise's 50 year history.

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ID Code: 57862
Item Type: Book Chapter
Keywords: Product Placement, Communication Strategy, Branding and Brand Building, Consumer Behaviour, Audiences, James Bond
ISBN: 9781442555495
Subjects: Australian and New Zealand Standard Research Classification > LANGUAGES COMMUNICATION AND CULTURE (200000) > COMMUNICATION AND MEDIA STUDIES (200100)
Divisions: Current > QUT Faculties and Divisions > Creative Industries Faculty
Current > Schools > School of Media, Entertainment & Creative Arts
Copyright Owner: Copyright 2012 Pearson Australia Group Pty Ltd.
Deposited On: 07 Mar 2013 00:12
Last Modified: 06 Jun 2013 07:54

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