Once upon a time, Hollywood studios and artists did not like to be associated with brands: taking the
money was thought to compromise artistic integrity. But not any more. Entertainment marketing,
which 'embeds' brands seamlessly within entertainment experiences is the latest thinking in
integrated marketing communications (IMC). Old favourites like product placement and franchised
toys have moved on. Now the advertising, marketing and entertainment industries are working closer
together than ever. IMC And Hollywood - What brand managers need to know
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