Product Placement and Advertising in Books — Creative Brief

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by: Ilya Vedrashko

Russian agency Fabula (rus) makes money by negotiating product mentions in bestselling fiction books.

The image above is the cover of a fiction book by Daria Dontsova, a bestselling crime fiction author. The cover features the sponsoring brand’s name in the book title (the title is roughly translated as"Gold Cockerel Sirloin"; Gold Cockerel or Zolotoy Petushok makes TV dinners) and its logo — the chicken outline on the white card above the roullette. The company’s site has a creative brief form (.doc, 2 pages) that potential clients are invited to fill out.


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