Definitive Guide to Entertainment Marketing Bringing the Moguls, the Media, and the Magic to the World

ISBN-10: 0133092089

ISBN-13: 9780133092080

Edition: 2nd 2014

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Master today's newest entertainment marketing techniques for every part of the global industry: film, cable, broadcast, sports, publishing, social communities, electronic gaming, travel/tourism, location-based and experiential entertainment, and more! Over the past decade, the entertainment industry has exploded in size: it's now nearing a trillion dollars worldwide. Everything's changed: 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 even more massive changes on the way.The Definitive Guide to Entertainment Marketing, Second Editionsurveys every major entertainment marketing platform. Reflecting decades of intimate experience as practitioners, Lieberman and Esgate illuminate challenges and opportunities associated with new technologies such as smartphones and tablets; explain the extraordinary implications of globalization in the entertainment industry; demonstrate sophisticated new integrated marketing strategies that build synergies across advertising, promotion, PR, and social media; and 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.
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Book details

List price: $54.99
Edition: 2nd
Copyright year: 2014
Publisher: FT Press
Publication date: 6/28/2013
Binding: Hardcover
Pages: 368
Size: 7.50" wide x 9.50" long x 0.80" tall
Weight: 1.606
Language: English

Introduction: Let Us Entertain You
The Market for Marketing-and Marketing Professionals
What Sets Entertainment Marketing Apart?
New Channels, New Challenges
Marketing to the Mass
The Digital Disruption
A Marketer's Manifesto
Begin with the Basics: The What and Where of Entertainment Marketing
The Four Cs
The First C: Content
The Second C: Conduit
The Third C: Consumption
The Fourth C: Convergence
Getting the Product to Market: Who and How
Molding the Message
In the Good Old Days
Vive La Revolution!
Super-Size Me
Decisions, Decisions
Marketing Movies: Building Wannasee, Haftasee, and Mustsee
Big Numbers for the Big Screen
A Bit of Background
Reducing Risk: High Concept Films
Reducing Risk: Hollywood Meets Madison Avenue
Behind the Scenes: The Producer
Out the Door and Onto the Streets: Distribution
Theaters: Still Big Box Office
Movie Marketing: Who Are the Targets?
Marketing Methods
Ticket Presale Conduits
The Oscars-A Powerful Marketing Tool
Techno Tools
Planes, Trains, Automobiles-and More
Independent Films
Further Reading
Magazines to Devour
The Business of Broadcasting: Network TV, Syndication, and Radio
Broadcast Basics
Local Television Stations
The Basics of TV Ratings
Promotion and Marketing
What's Mine Is Not Yours: The Impact of Technology
Noncommercially Driven Broadcasting
Summary: Network TV and Syndication
Summary: Radio
For Further Reading
Magazines to Devour
The Rising Tide of Technology: Television Content Delivery in a Digital Age
The Multichannel Video Universe
Beyond Basic
Media, Marketing, and Money
The Search for Subscribers
Cable Television: A Marketing Powerhouse
For Further Reading
Digital Disruption
Cable Levels Off: The Era of New Challenges
Over the Top
Disruptive Conduits
For Further Reading
Publishing: The Printed Word Goes Digital
In the Beginning
Marketing Books
The Changing Publishing Environment
Summary: Books
Newspapers and Magazines
Summary: Newspapers and Magazines
Summary: Publishing
For Further Reading
A Handful of Content: Games, Mobile Applications, and Mobile Marketing
The Game's Afoot
Going Mobile
Mobile Marketing
Summary: Games, Mobile Applications, and Mobile Marketing
For Further Reading
The Universal Language: Music
They're Playing Our Song
The Three Forms of Property
Major Players
The Music Development Process
The Changing Face of Distribution
Reaching the Masses
Marketing the Music
Market Segments
Musical Theater
Billboard: The Bible of the Business
For Further Reading
Major Leagues, Major Money: Sports
This Sporting Life
Major League Sports
The Rest of the Story
The Business of Brands: Licensing and Sponsorship
Technology Trends
Marketing Challenges
For Further Reading
On the Road: Travel and Tourism
Travelin' On
Building the Plan
Advertising, Publicity, and Promotion
Creating an Identity
The Dynamics of Travel and Tourism Marketing
Relationship Marketing
Other Destination Entertainment
For Further Reading
What's Next: A Global Snapshot
Global Regions: North America
Global Regions: Latin America
Global Regions: EMEA
Global Regions: Asia Pacific
Conclusion Where Do We Go from Here?
Who: The Consumer
What: Technology and Trends
Why: The More Things Change
Where: Where Do You Want It?
When: Get Onboard
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