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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
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
1. 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
Summary
2. Getting the Product to Market: Who and How
Molding the Message
In the Good Old Days...
Vive La Revolution!
Super-Size Me
Decisions, Decisions
Summary
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
Broadcast Basics
Local Television Stations
The Basics of TV Ratings
Promotion and Marketing
Syndication
What’s Mine Is Not Yours: The Impact of Technology
Noncommercially Driven Broadcasting
Summary: Network TV and Syndication
Radio
Summary: Radio
For Further Reading
Magazines to Devour
5. 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
Summary
For Further Reading
6. Digital Disruption
Cable Levels Off: The Era of New Challenges
Over the Top
Disruptive Conduits
Summary
For Further Reading
7. Publishing: The Printed Word Goes Digital
In the Beginning...
Books
Marketing Books
Discoverability
Branding
The Changing Publishing Environment
Summary: Books
Newspapers and Magazines
Summary: Newspapers and Magazines
Summary: Publishing
For Further Reading
8. 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
9. 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
Summary
For Further Reading
10. 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
Summary
For Further Reading
11. 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
Summary
For Further Reading
12. What’s Next: A Global Snapshot
Global Regions: North America
Global Regions: Latin America
Global Regions: EMEA
Global Regions: Asia Pacific
Summary
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
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
1.1 What Is a Metric?
1.2 Why Do You Need Metrics?
1.3 Marketing Metrics: Opportunities, Performance, and Accountability
1.4 Choosing the Right Numbers
1.5 Mastering Metrics
1.6 Marketing Metrics Survey
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
3.1 Margins
3.2 Prices and Channel Margins
3.3 Average Price per Unit and Price per Statistical Unit
3.4 Variable Costs and Fixed Costs
3.5 Marketing Spending—Total, Fixed, and Variable
3.6 Break-Even Analysis and Contribution Analysis
3.7 Profit-Based Sales Targets
4. Product and Portfolio Management
4.1 Trial, Repeat, Penetration, and Volume Projections
4.2 Growth: Percentage and CAGR
4.3 Cannibalization Rates and Fair Share Draw
4.4 Brand Equity Metrics
4.5 Conjoint Utilities and Consumer Preference
4.6 Segmentation Using Conjoint Utilities
4.7 Conjoint Utilities and Volume Projection
5. Customer Profitability
5.1 Customers, Recency, and Retention
5.2 Customer Profit
5.3 Customer Lifetime Value
5.4 Prospect Lifetime Value Versus Customer Value
5.5 Acquisition Versus Retention Cost
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
7.1 Price Premium
7.2 Reservation Price and Percent Good Value
7.3 Price Elasticity of Demand
7.4 Optimal Prices and Linear and Constant Demand Functions
7.5 “Own,” “Cross,” and “Residual” Price Elasticity
8. Promotion
8.1 Baseline Sales, Incremental Sales, and Promotional Lift
8.2 Redemption Rates, Costs for Coupons and Rebates, Percent Sales with Coupon
8.3 Promotions and Pass-Through
8.4 Price Waterfall
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
10.1 Net Profit and Return on Sales
10.2 Return on Investment
10.3 Economic Profit—EVA
10.4 Evaluating Multi-period Investments
10.5 Return on Marketing Investment
11. The Marketing Metrics X-RAY
11.1 The Marketing Metrics X-Ray
12. System of Metrics
Modeling Firm Performance
Three Reasons for Using Systems of Identities in Marketing
Marketing Mix Models—Monitoring Relationships between Marketing Decisions and Objectives
Related Metrics and Concepts
Appendix 1
Conclusion
Appendix—Survey of Managers’ Use of Metrics
Bibliography
Endnotes
Index
Wharton School Publishing
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