Contents
1 Marketing Concepts and Definitions
2 Markets, Market Segmentation and Consumer Behavior
High and low-involvement decision making
Cognitive vs. emotional decisions
Comparison of all and current albums
5 The Profit and Loss Statement
Profitability … or the lack thereof!
SRLP – suggested retail list price
Net sales after return reserve
Gross margin before recording costs
Independent promotion and publicity
Ways at looking at project efficiency and effectiveness
6 SoundScan and the Music Business
Technology and the music business
The UPC bar code and registration with SoundScan
Marketing report: YTD percent sales by DMA/Genre
A look at SoundScan title reports
Business climate and predictor
Best-Selling markets vs. strongest markets
The radio broadcasting industry
What is important to programmers
The new radio and new technology
8 Charts, Airplay and Promotion
What does this mean to label marketers?
Getting a recording on the radio
Label record promotion and independent promoters
Publicity in the music business—A historical perspective
The label publicity department
Staffing the publicity department
Tools of the label publicity department
Working with the artist’s image
Evaluation of publicity campaigns
Target marketing through the publicity plan
Comparing publicity and record promotion
10 Advertising in the Recording Industry
Comparison of media options for advertising
Determining costs and effectiveness
How advertising effectiveness is measured
The role of advertising in marketing recorded music
Consumer advertising: The media buy
Conglomerate distribution company structure as it relates to national retail accounts
Consolidation and market share
Revenues from a $0.99 download
12 The Music Retail Environment
Marketing and the music retail environment
E-Commerce: the electronic storefront
Promoting the website on the internet
Banner exchange/link exchange reciprocal linking
Newgroups/discussion groups/bulletin board/chat rooms
Email addresses, spam, and e-zines
Directing customers to online retailers
Integrating offline and online promotions
Video production and promotions
Deciding to produce the music video
16 The International Recording Industry
International recording industry
A comparison of emerging markets and mature markets
A comparison of top ten markets and developing markets
Issues and challenges to marketing recordings globally
Marketing through an affiliate
Indie labels and international markets
Internet sales and distribution
17 Tour Support and Promotional Touring
The decision to support a tour
Direct financial support for a tour
Independent label tour support
18 Special Products and Special Markets
Syndicated vs. custom research
Confidence level and margin of error
The application of research principles
When focus groups are appropriate
Bounceback card for geffen sampler Buy Product
When experiments are appropriate
The use of syndicated research
Research sources for record labels
20 The Recording Industry of the Future
The development of online services
Technology diffusion and convergence
Technology convergence: The universal mobile device
New markets: what does the consumer want?
Malign Records Phase 1 Marketing plan
Background information/marketing