Title Page
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
Your Guide To Entertainment Marketing and Performance (Collection)
Al Lieberman
Patricia Esgate
Paul W. Farris
Neil Bendle
Phillip E. Pfeifer
David Reibstein
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