You are previewing The Definitive Guide to Entertainment Marketing: Bringing the Moguls, the Media, and the Magic to the World, second Edition.
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The Definitive Guide to Entertainment Marketing: Bringing the Moguls, the Media, and the Magic to the World, second Edition

Book Description

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.

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Dedication Page
  4. Contents
  5. Foreword
  6. Acknowledgments
  7. About the Authors
  8. Introduction: Let Us Entertain You
    1. The Market for Marketing—and Marketing Professionals
    2. What Sets Entertainment Marketing Apart?
    3. New Channels, New Challenges
    4. Marketing to the Mass
    5. The Digital Disruption
    6. A Marketer’s Manifesto
  9. 1. Begin with the Basics: The What and Where of Entertainment Marketing
    1. The Four Cs
    2. The First C: Content
    3. The Second C: Conduit
    4. The Third C: Consumption
    5. The Fourth C: Convergence
    6. Summary
  10. 2. Getting the Product to Market: Who and How
    1. Molding the Message
    2. In the Good Old Days...
    3. Vive La Revolution!
    4. Super-Size Me
    5. Decisions, Decisions
    6. Summary
  11. 3. Marketing Movies: Building Wannasee, Haftasee, and Mustsee
    1. Big Numbers for the Big Screen
    2. A Bit of Background
    3. Reducing Risk: High Concept Films
    4. Dum-Dum....Dum-Dum...
    5. Reducing Risk: Hollywood Meets Madison Avenue
    6. Behind the Scenes: The Producer
    7. Out the Door and Onto the Streets: Distribution
    8. Theaters: Still Big Box Office
    9. Movie Marketing: Who Are the Targets?
    10. Marketing Methods
    11. Ticket Presale Conduits
    12. The Oscars—A Powerful Marketing Tool
    13. Techno Tools
    14. Planes, Trains, Automobiles—and More
    15. Independent Films
    16. Summary
    17. Further Reading
    18. Magazines to Devour
  12. 4. The Business of Broadcasting: Network TV, Syndication, and Radio
    1. Broadcast Basics
    2. Local Television Stations
    3. The Basics of TV Ratings
    4. Promotion and Marketing
    5. Syndication
    6. What’s Mine Is Not Yours: The Impact of Technology
    7. Noncommercially Driven Broadcasting
    8. Summary: Network TV and Syndication
    9. Radio
    10. Summary: Radio
    11. For Further Reading
    12. Magazines to Devour
  13. 5. The Rising Tide of Technology: Television Content Delivery in a Digital Age
    1. The Multichannel Video Universe
    2. Beyond Basic
    3. Media, Marketing, and Money
    4. The Search for Subscribers
    5. Cable Television: A Marketing Powerhouse
    6. Summary
    7. For Further Reading
  14. 6. Digital Disruption
    1. Cable Levels Off: The Era of New Challenges
    2. Over the Top
    3. Disruptive Conduits
    4. Summary
    5. For Further Reading
  15. 7. Publishing: The Printed Word Goes Digital
    1. In the Beginning...
    2. Books
    3. Marketing Books
    4. Discoverability
    5. Branding
    6. The Changing Publishing Environment
    7. Summary: Books
    8. Newspapers and Magazines
    9. Summary: Newspapers and Magazines
    10. Summary: Publishing
    11. For Further Reading
  16. 8. A Handful of Content: Games, Mobile Applications, and Mobile Marketing
    1. The Game’s Afoot
    2. Going Mobile
    3. Mobile Marketing
    4. Summary: Games, Mobile Applications, and Mobile Marketing
    5. For Further Reading
  17. 9. The Universal Language: Music
    1. They’re Playing Our Song
    2. The Three Forms of Property
    3. Major Players
    4. The Music Development Process
    5. The Changing Face of Distribution
    6. Reaching the Masses
    7. Marketing the Music
    8. Market Segments
    9. Musical Theater
    10. Billboard: The Bible of the Business
    11. Summary
    12. For Further Reading
  18. 10. Major Leagues, Major Money: Sports
    1. This Sporting Life
    2. Major League Sports
    3. The Rest of the Story
    4. The Business of Brands: Licensing and Sponsorship
    5. Technology Trends
    6. Marketing Challenges
    7. Summary
    8. For Further Reading
  19. 11. On the Road: Travel and Tourism
    1. Travelin’ On
    2. Building the Plan
    3. Advertising, Publicity, and Promotion
    4. Creating an Identity
    5. The Dynamics of Travel and Tourism Marketing
    6. Relationship Marketing
    7. Other Destination Entertainment
    8. Summary
    9. For Further Reading
  20. 12. What’s Next: A Global Snapshot
    1. Global Regions: North America
    2. Global Regions: Latin America
    3. Global Regions: EMEA
    4. Global Regions: Asia Pacific
    5. Summary
  21. Conclusion: Where Do We Go from Here?
    1. Who: The Consumer
    2. What: Technology and Trends
    3. Why: The More Things Change...
    4. Where: Where Do You Want It?
    5. When: Get Onboard
  22. Index