Entertainment Marketing & Communication: Selling Branded Performance, People, and Places

Introduction:

 

Part One        

The Entertainment Industry

 

1.      And Leisure Begot Entertainment

 

2. Our Merged, Merged World

 

3. Characterizing our Experience Culture

 

4. Venue Economics and ServiceScapes

 

 

Part Two        

Entertainment Audiences and Audience Research

 

5. Audiences, Culture and Subculture

 

6. Segmenting entertainment audiences

 

7. Researching and measuring entertainment audiences

 

Part Three     

Applying Marketing and Communication Principles

 

            8. Entertainment Marketing Mix, Branding and Communication

 

9. Integrated and Convergent Promotional Communications

 

10. Campaign Planning.

 

Part Four

Industry Applications

 

11. Marketing live performances and events

 

12. Marketing destinations and tourist services

 

     13. Marketing attractions and themed spaces

 

            14. Marketing mediated entertainment

 

    15. Marketing stars and celebrities

 

Part Five

Case Studies from the Real World of Experiential Entertainment

 

            1. Marketing live performance: Orange County Performing Arts Center Funding Campaign     for use with Chapter 11.

 

            2. Marketing a luxury destination: Evolving the Ritz-Carlton Brand

 

            3. Marketing an amusement park: Disney’s California Theme Parks

 

            4. Marketing a movie brand: Revitalizing The Pink Panther Brand

 

            5. Marketing a celebrity: The Oprah Brand

 

PostScript:

 

Glossary of terms

 

Index