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Your Guide To Entertainment Marketing and Performance (Collection)

Book Description

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 tomorrowin The Definitive Guidce to Entertainment Marketing.

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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.

Table of Contents

  1. About This eBook
  2. Title Page
  3. Copyright Page
  4. Table of Contents
  5. The Definitive Guide to Entertainment Marketing: Bringing the Moguls, the Media, and the Magic to the World
    1. Copyright Page
    2. Dedication Page
    3. Foreword
    4. Acknowledgments
    5. About the Authors
    6. 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
    7. 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
    8. 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
    9. 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
    10. 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
    11. 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
    12. 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
    13. 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
    14. 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
    15. 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
    16. 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
    17. 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
    18. 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
    19. 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
    20. Index
  6. Marketing Metrics: The Definitive Guide to Measuring Marketing Performance Second Edition
    1. Copyright Page
    2. Dedication Page
    3. Acknowledgments
    4. About the Authors
    5. Foreword
    6. Foreword to Second Edition
    7. 1. Introduction
      1. 1.1 What Is a Metric?
      2. 1.2 Why Do You Need Metrics?
      3. 1.3 Marketing Metrics: Opportunities, Performance, and Accountability
      4. 1.4 Choosing the Right Numbers
      5. 1.5 Mastering Metrics
      6. 1.6 Marketing Metrics Survey
    8. 2. Share of Hearts, Minds, and Markets
      1. 2.1 Market Share
      2. 2.2 Relative Market Share and Market Concentration
      3. 2.3 Brand Development Index and Category Development Index
      4. 2.4 Penetration
      5. 2.5 Share of Requirements
      6. 2.6 Heavy Usage Index
      7. 2.7 Awareness, Attitudes, and Usage (AAU): Metrics of the Hierarchy of Effects
      8. 2.8 Customer Satisfaction and Willingness to Recommend
      9. 2.9 Net Promoter
      10. 2.10 Willingness to Search
    9. 3. Margins and Profits
      1. 3.1 Margins
      2. 3.2 Prices and Channel Margins
      3. 3.3 Average Price per Unit and Price per Statistical Unit
      4. 3.4 Variable Costs and Fixed Costs
      5. 3.5 Marketing Spending—Total, Fixed, and Variable
      6. 3.6 Break-Even Analysis and Contribution Analysis
      7. 3.7 Profit-Based Sales Targets
    10. 4. Product and Portfolio Management
      1. 4.1 Trial, Repeat, Penetration, and Volume Projections
      2. 4.2 Growth: Percentage and CAGR
      3. 4.3 Cannibalization Rates and Fair Share Draw
      4. 4.4 Brand Equity Metrics
      5. 4.5 Conjoint Utilities and Consumer Preference
      6. 4.6 Segmentation Using Conjoint Utilities
      7. 4.7 Conjoint Utilities and Volume Projection
    11. 5. Customer Profitability
      1. 5.1 Customers, Recency, and Retention
      2. 5.2 Customer Profit
      3. 5.3 Customer Lifetime Value
      4. 5.4 Prospect Lifetime Value Versus Customer Value
      5. 5.5 Acquisition Versus Retention Cost
    12. 6. Sales Force and Channel Management
      1. 6.1 Sales Force Coverage: Territories
      2. 6.2 Sales Force Objectives: Setting Goals
      3. 6.3 Sales Force Effectiveness: Measuring Effort, Potential, and Results
      4. 6.4 Sales Force Compensation: Salary/Reward Mix
      5. 6.5 Sales Force Tracking: Pipeline Analysis
      6. 6.6 Numeric, ACV and PCV Distribution, Facings/Share of Shelf
      7. 6.7 Supply Chain Metrics
      8. 6.8 SKU Profitability: Markdowns, GMROII, and DPP
    13. 7. Pricing Strategy
      1. 7.1 Price Premium
      2. 7.2 Reservation Price and Percent Good Value
      3. 7.3 Price Elasticity of Demand
      4. 7.4 Optimal Prices and Linear and Constant Demand Functions
      5. 7.5 “Own,” “Cross,” and “Residual” Price Elasticity
    14. 8. Promotion
      1. 8.1 Baseline Sales, Incremental Sales, and Promotional Lift
      2. 8.2 Redemption Rates, Costs for Coupons and Rebates, Percent Sales with Coupon
      3. 8.3 Promotions and Pass-Through
      4. 8.4 Price Waterfall
    15. 9. Advertising Media and Web Metrics
      1. 9.1 Advertising: Impressions, Exposures, Opportunities-To-See (OTS), Gross Rating Points (GRPs), and Target Rating Points (TRPs)
      2. 9.2 Cost per Thousand Impressions (CPM) Rates
      3. 9.3 Reach, Net Reach, and Frequency
      4. 9.4 Frequency Response Functions
      5. 9.5 Effective Reach and Effective Frequency
      6. 9.6 Share of Voice
      7. 9.7 Impressions, Pageviews, and Hits
      8. 9.8 Rich Media Display Time
      9. 9.9 Rich Media Interaction Rate
      10. 9.10 Clickthrough Rates
      11. 9.11 Cost per Impression, Cost per Click, and Cost per Order
      12. 9.12 Visits, Visitors, and Abandonment
      13. 9.13 Bounce Rate
      14. 9.14 Friends/Followers/Supporters
      15. 9.15 Downloads
    16. 10. Marketing and Finance
      1. 10.1 Net Profit and Return on Sales
      2. 10.2 Return on Investment
      3. 10.3 Economic Profit—EVA
      4. 10.4 Evaluating Multi-period Investments
      5. 10.5 Return on Marketing Investment
    17. 11. The Marketing Metrics X-RAY
      1. 11.1 The Marketing Metrics X-Ray
    18. 12. System of Metrics
      1. Modeling Firm Performance
      2. Three Reasons for Using Systems of Identities in Marketing
      3. Marketing Mix Models—Monitoring Relationships between Marketing Decisions and Objectives
      4. Related Metrics and Concepts
      5. Appendix 1
      6. Conclusion
    19. Appendix—Survey of Managers’ Use of Metrics
    20. Bibliography
    21. Endnotes
    22. Index
    23. Wharton School Publishing