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Definitive Guide to Entertainment Marketing, The: Bringing the Moguls, the Media, and the Magic to the World, CourseSmart eTextbook, 2nd Edition

By Al Lieberman, Pat Esgate

Published by FT Press

Published Date: Jun 19, 2013

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Description

Over the past decade, the entertainment industry has exploded in size: it's now nearing a trillion dollars worldwide. That's five times as large as it was when the best-selling first edition of this book (then called The Entertainment Marketing Revolution) was published. Everything's changed since then: new platforms, new media, new tools, new global markets -- everything. Now, Al Lieberman and Patricia Esgate have completely revised their classic guide to reflect all these changes, and help entertainment marketers prepare for the even more massive changes that are on the way.

 

The Definitive Guide to Entertainment Marketing surveys every major entertainment marketing platform: film, cable, broadcast, sports, publishing, social communities, electronic gaming, travel/tourism, location-based and experiential entertainment, and more. Reflecting decades of intimate experience as practitioners, Lieberman and Esgate: 

  • Explore challenges and opportunities associated with new technologies such as smartphones and tablets
  • Explain the implications of globalization in entertainment
  • Demonstrate new integrated marketing approaches that build synergies across advertising, promotion, PR, and social media
  • Preview emerging challenges that practitioners can't afford to ignore.

This engaging, conversational primer will be valuable to anyone interested in the entertainment business -- and indispensable for anyone seeking to enter the industry as a marketing or PR professional.

Table of Contents

Introduction Let Us Entertain You     1
The Market for Marketing—and Marketing Professionals     2
What Sets Entertainment Marketing Apart?     5
New Channels, New Challenges     6
Marketing to the Mass     6
The Digital Disruption     7
A Marketer’s Manifesto     9
Chapter 1 Begin with the Basics: The What and Where of Entertainment
Marketing     11
The Four Cs     11
The First C: Content     13
The Second C: Conduit     16
The Third C: Consumption     16
The Fourth C: Convergence     17
Summary     22
Chapter 2 Getting the Product to Market: Who and How     23
Molding the Message     23
In the Good Old Days     24
Vive La Revolution!     25
Super-Size Me     26
Decisions, Decisions     29
Summary     43
Chapter 3 Marketing Movies: Building Wannasee, Haftasee, and Mustsee     45
Big Numbers for the Big Screen     45
A Bit of Background     47
Reducing Risk: High Concept Films     48
Dum-Dum....Dum-Dum     48
Reducing Risk: Hollywood Meets Madison Avenue     50
Behind the Scenes: The P     53
Out the Door and Onto the Streets: Distribution      55
Theaters: Still Big Box Office     57
Movie Marketing: Who Are the Targets?     58
Marketing Methods     61
Ticket Presale Conduits     65
The Oscars—A Powerful Mrketing Tool     65
Techno Tools     66
Planes, Trains, Automobiles—and More     67
Independent Films     67
Summary     72
Further Reading     73
Magazines to Devour     73
Chapter 4 The Business of Broadcasting: Network TV, Syndication, and Radio     75
Broadcast Basics     75
Local Television Stations     80
The Basics of TV Ratings     82
Promotion and Marketing     89
Syndication     93
What’s Mine Is Not Yours: The Impact of Technology     98
Noncommercially Driven Broadcasting     99
Summary: Network TV and Syndication     101
Radio     101
Summary: Radio     111
For Further Reading     111
Magazines to Devour     111
Chapter 5 The Rising Tide of Technology: Television Content Delivery in a Digital Age     113
The Multichannel Video Universe    113
Beyond Basic     125
Media, Marketing, and Money     127
The Search for Subscribers     130
Cable Television: A Marketing Powerhouse     132
Summary     133
For Further Reading     133
Chapter 6 Digital Disruption     135
Cable Levels Off: The Era of New Challenges     135
Over the Top     139
Disruptive Conduits     141
Summary     146
For Further Reading     146
Chapter 7 Publishing: The Printed Word Goes Digital     147
In the Beginning     147
Books     148
Marketing Books     157
Discoverability     162
Branding     164
The Changing Publishing Environment     166
Summary: Books     169
Newspapers and Magazines     169
Summary: Newspapers and Magazines     173
Summary: Publishing     173
For Further Reading     173
Chapter 8 A Handful of Content: Games, Mobile Applications, and Mobile Marketing     175
The Game’s Afoot     175
Going Mobile     179
Mobile Marketing     183
Summary: Games, Mobile Applications, and Mobile Marketing     185
For Further Reading     186
Chapter 9 The Universal Language: Music      187
They’re Playing Our Song     187
The Three Forms of Property     188
Major Players     189
The Music Development Process     191
The Changing Face of Distribution     193
Reaching the Masses     195
Marketing the Music     199
Market Segments     200
Musical Theater     204
Billboard: The Bible of the Business     208
Summary     208
For Further Reading     208
Chapter 10 Major Leagues, Major Money: Sports     211
This Sporting Life     211
Major League Sports     214
The Rest of the Story     224
The Business of Brands: Licensing and Sponsorship     227
Technology Trends     231
Marketing Challenges     234
Summary     236
For Further Reading     236
Chapter 11 On the Road: Travel and Tourism     237
Travelin’ On     237
Building the Plan     239
Advertising, Publicity, and Promotion     243
Creating an Identity     243
The Dynamics of Travel and Tourism Marketing     247
Relationship Marketing     251
Other Destination Entertainment     254
Summary     263
For Further Reading     263
Chapter 12 What’s Next: A Global Snapshot    265
Global Regions: North America    267
Global Regions: Latin America     268
Global Regions: EMEA     271
Global Regions: Asia Pacific     274
Summary     276
Conclusion Where Do We Go from Here?     277
Who: The Consumer     277
What: Technology and Trends     278
Why: The More Things Change     278
Where: Where Do You Want It?     279
When: Get Onboard     279
Index     281

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Definitive Guide to Entertainment Marketing, The: Bringing the Moguls, the Media, and the Magic to the World, CourseSmart eTextbook, 2nd Edition
Format: Safari Book

$32.99 | ISBN-13: 978-0-13-309232-5