Contents
Introduction Let Us Entertain You
The Market for Marketing—and Marketing Professionals
What Sets Entertainment Marketing Apart?
Chapter 1 Begin with the Basics: The What and Where of Entertainment Marketing
Chapter 2 Getting the Product to Market: Who and How
Chapter 3 Marketing Movies: Building Wannasee, Haftasee, and Mustsee
Big Numbers for the Big Screen
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?
The Oscars—A Powerful Marketing Tool
Planes, Trains, Automobiles—and More
Chapter 4 The Business of Broadcasting: Network TV, Syndication, and Radio
What’s Mine Is Not Yours: The Impact of Technology
Noncommercially Driven Broadcasting
Summary: Network TV and Syndication
Chapter 5 The Rising Tide of Technology: Television Content Delivery in a Digital Age
The Multichannel Video Universe
Cable Television: A Marketing Powerhouse
Cable Levels Off: The Era of New Challenges
Chapter 7 Publishing: The Printed Word Goes Digital
The Changing Publishing Environment
Summary: Newspapers and Magazines
Chapter 8 A Handful of Content: Games, Mobile Applications, and Mobile Marketing
Summary: Games, Mobile Applications, and Mobile Marketing
Chapter 9 The Universal Language: Music
The Changing Face of Distribution
Billboard: The Bible of the Business
Chapter 10 Major Leagues, Major Money: Sports
The Business of Brands: Licensing and Sponsorship
Chapter 11 On the Road: Travel and Tourism
Advertising, Publicity, and Promotion
The Dynamics of Travel and Tourism Marketing
Other Destination Entertainment
Chapter 12 What’s Next: A Global Snapshot
Conclusion Where Do We Go from Here?
Marketing Metrics, Second Edition: The Definitive Guide to Measuring Marketing Performance
2 Share of Hearts, Minds, and Markets
4 Product and Portfolio Management
6 Sales Force and Channel Management
9 Advertising Media and Web Metrics
11 The Marketing Metrics X-RAY