The Definitive Guide To Entertainment Marketing: Bringing The Moguls, The Media, And The Magic To…

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The Definitive Guide To Entertainment Marketing: Bringing The Moguls, The Media, And The Magic To…

by Al Lieberman, Pat Esgate

Pearson Education | June 28, 2013 | Hardcover

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Entertainment Marketing NOW:

Every Platform, Technology, and Opportunity

 

Covers film, cable, broadcast, music, sports, publishing, social media, gaming, and more

Reflects powerful trends ranging from smartphones to globalization

Demonstrates breakthrough strategies integrating advertising, promotion, PR, and online content distribution

By industry insiders with decades of experience as leaders and consultants

 

Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongstseven billion consumers.That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever-and it's changing at breakneck speed. Now, two leading practitioners show how to transform content into profits todayandtomorrow...ny content, on any platform, in any market, worldwide.

 

You'll master innovative new ways to grab consumers' attention and walletsfast...ake your experienceswannasee, haftasee, mustsee...rive more value through social platforms, mobile technologies, and integrated marketing strategies...vercome challenges ranging from bad buzz to piracy...ully leverage licensing, merchandising, and sponsorships...nd successfully marketallforms of entertainment.

Format: Hardcover

Dimensions: 368 pages, 9.38 × 7.32 × 0.86 in

Published: June 28, 2013

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0133092089

ISBN - 13: 9780133092080

Found in: Marketing and Sales

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The Definitive Guide To Entertainment Marketing: Bringing The Moguls, The Media, And The Magic To The World

The Definitive Guide To Entertainment Marketing: Bringing The Moguls, The Media, And The Magic To…

by Al Lieberman, Pat Esgate

Format: Hardcover

Dimensions: 368 pages, 9.38 × 7.32 × 0.86 in

Published: June 28, 2013

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0133092089

ISBN - 13: 9780133092080

Table of Contents

Introduction Let Us Entertain You     1The Market for Marketing—and Marketing Professionals     2What Sets Entertainment Marketing Apart?     5New Channels, New Challenges     6Marketing to the Mass     6The Digital Disruption     7A Marketer's Manifesto     9Chapter 1 Begin with the Basics: The What and Where of EntertainmentMarketing     11The Four Cs     11The First C: Content     13The Second C: Conduit     16The Third C: Consumption     16The Fourth C: Convergence     17Summary     22Chapter 2 Getting the Product to Market: Who and How     23Molding the Message     23In the Good Old Days     24Vive La Revolution!     25Super-Size Me     26Decisions, Decisions     29Summary     43Chapter 3 Marketing Movies: Building Wannasee, Haftasee, and Mustsee     45Big Numbers for the Big Screen     45A Bit of Background     47Reducing Risk: High Concept Films     48Dum-Dum....Dum-Dum     48Reducing Risk: Hollywood Meets Madison Avenue     50Behind the Scenes: The P     53Out the Door and Onto the Streets: Distribution      55Theaters: Still Big Box Office     57Movie Marketing: Who Are the Targets?     58Marketing Methods     61Ticket Presale Conduits     65The Oscars—A Powerful Mrketing Tool     65Techno Tools     66Planes, Trains, Automobiles—and More     67Independent Films     67Summary     72Further Reading     73Magazines to Devour     73Chapter 4 The Business of Broadcasting: Network TV, Syndication, and Radio     75Broadcast Basics     75Local Television Stations     80The B
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From the Publisher

Entertainment Marketing NOW:

Every Platform, Technology, and Opportunity

 

Covers film, cable, broadcast, music, sports, publishing, social media, gaming, and more

Reflects powerful trends ranging from smartphones to globalization

Demonstrates breakthrough strategies integrating advertising, promotion, PR, and online content distribution

By industry insiders with decades of experience as leaders and consultants

 

Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongstseven billion consumers.That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever-and it's changing at breakneck speed. Now, two leading practitioners show how to transform content into profits todayandtomorrow...ny content, on any platform, in any market, worldwide.

 

You'll master innovative new ways to grab consumers' attention and walletsfast...ake your experienceswannasee, haftasee, mustsee...rive more value through social platforms, mobile technologies, and integrated marketing strategies...vercome challenges ranging from bad buzz to piracy...ully leverage licensing, merchandising, and sponsorships...nd successfully marketallforms of entertainment.

From the Jacket

Entertainment Marketing NOW:

Every Platform, Technology, and Opportunity

 

Covers film, cable, broadcast, music, sports, publishing, social media, gaming, and more

Reflects powerful trends ranging from smartphones to globalization

Demonstrates breakthrough strategies integrating advertising, promotion, PR, and online content distribution

By industry insiders with decades of experience as leaders and consultants

 

Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever–and it’s changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrow…any content, on any platform, in any market, worldwide.

 

You’ll master innovative new ways to grab consumers’ attention and wallets fast…make your experiences wannasee, haftasee, mustsee…drive more value through social platforms, mobile technologies, and integrated marketing strategies…overcome challenges ranging from bad buzz to piracy…fully leverage licensing, merchandising, and sponsorships…and successfully market all forms of entertainment.

About the Author

Al Liebermanis a Clinical Professor of Marketing and the Executive Director of the Entertainment, Media, and Technology (EMT) Program at the Stern School of Business, New York University, where he was awarded the first Albert Gallatin endowed Chair as Professor of Business. He has created a unique specialization curriculum with courses covering the marketing, professional management, finance, accounting, globalization, new media, and strategic development of the entertainment, media, and telecommunication sectors.