The Definitive Guide to Entertainment Marketing: Bringing the Moguls, the Media, and the Magic to the World
by David Reibstein, Phillip E. Pfeifer, Neil Bendle, Paul W. Farris, Patricia Esgat
Your Guide To Entertainment Marketing and Performance (Collection)
- About This eBook
- Title Page
- Copyright Page
- Table of Contents
- The Definitive Guide to Entertainment Marketing: Bringing the Moguls, the Media, and the Magic to the World
- Copyright Page
- Dedication Page
- Foreword
- Acknowledgments
- About the Authors
- Introduction: Let Us Entertain You
- 1. Begin with the Basics: The What and Where of Entertainment Marketing
- 2. Getting the Product to Market: Who and How
- 3. Marketing Movies: Building Wannasee, Haftasee, and Mustsee
- Big Numbers for the Big Screen
- A Bit of Background
- Reducing Risk: High Concept Films
- Dum-Dum....Dum-Dum...
- 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
- Summary
- Further Reading
- Magazines to Devour
- 4. The Business of Broadcasting: Network TV, Syndication, and Radio
- 5. The Rising Tide of Technology: Television Content Delivery in a Digital Age
- 6. Digital Disruption
- 7. Publishing: The Printed Word Goes Digital
- 8. A Handful of Content: Games, Mobile Applications, and Mobile Marketing
- 9. The Universal Language: Music
- 10. Major Leagues, Major Money: Sports
- 11. On the Road: Travel and Tourism
- 12. What’s Next: A Global Snapshot
- Conclusion: Where Do We Go from Here?
- Index
- Marketing Metrics: The Definitive Guide to Measuring Marketing Performance Second Edition
- Copyright Page
- Dedication Page
- Acknowledgments
- About the Authors
- Foreword
- Foreword to Second Edition
- 1. Introduction
- 2. Share of Hearts, Minds, and Markets
- 2.1 Market Share
- 2.2 Relative Market Share and Market Concentration
- 2.3 Brand Development Index and Category Development Index
- 2.4 Penetration
- 2.5 Share of Requirements
- 2.6 Heavy Usage Index
- 2.7 Awareness, Attitudes, and Usage (AAU): Metrics of the Hierarchy of Effects
- 2.8 Customer Satisfaction and Willingness to Recommend
- 2.9 Net Promoter
- 2.10 Willingness to Search
- 3. Margins and Profits
- 4. Product and Portfolio Management
- 5. Customer Profitability
- 6. Sales Force and Channel Management
- 6.1 Sales Force Coverage: Territories
- 6.2 Sales Force Objectives: Setting Goals
- 6.3 Sales Force Effectiveness: Measuring Effort, Potential, and Results
- 6.4 Sales Force Compensation: Salary/Reward Mix
- 6.5 Sales Force Tracking: Pipeline Analysis
- 6.6 Numeric, ACV and PCV Distribution, Facings/Share of Shelf
- 6.7 Supply Chain Metrics
- 6.8 SKU Profitability: Markdowns, GMROII, and DPP
- 7. Pricing Strategy
- 8. Promotion
- 9. Advertising Media and Web Metrics
- 9.1 Advertising: Impressions, Exposures, Opportunities-To-See (OTS), Gross Rating Points (GRPs), and Target Rating Points (TRPs)
- 9.2 Cost per Thousand Impressions (CPM) Rates
- 9.3 Reach, Net Reach, and Frequency
- 9.4 Frequency Response Functions
- 9.5 Effective Reach and Effective Frequency
- 9.6 Share of Voice
- 9.7 Impressions, Pageviews, and Hits
- 9.8 Rich Media Display Time
- 9.9 Rich Media Interaction Rate
- 9.10 Clickthrough Rates
- 9.11 Cost per Impression, Cost per Click, and Cost per Order
- 9.12 Visits, Visitors, and Abandonment
- 9.13 Bounce Rate
- 9.14 Friends/Followers/Supporters
- 9.15 Downloads
- 10. Marketing and Finance
- 11. The Marketing Metrics X-RAY
- 12. System of Metrics
- Appendix—Survey of Managers’ Use of Metrics
- Bibliography
- Endnotes
- Index
- Wharton School Publishing
The Definitive Guide to Entertainment Marketing
Bringing the Moguls, the Media, and the Magic to the World
Al Lieberman and Patricia Esgate
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