Kendall Hunt

Kendall Hunt is pleased to announce the publication of Entertainment Promotion & Communication: The Industry and Integrated Campaigns; formerly published by Pearson and known as Entertainment Marketing & Communication.

Now in campaign planner style, Entertainment Promotion & Communication is the first textbook to focus specifically on entertainment marketing, offering a clear and up-to-date framework for you to experience and adapt marketing principles and communication theory to the entertainment world.

With this text, students of marketing and communication can share the secrets and insights of today's entertainment professionals.

The text is divided into three parts and 16 chapters, each focusing on key areas of entertainment promotion:

Part One, The Entertainment Industry has four chapters that introduce the subject, discuss the concept of convergence, characterize our experience culture, and address venue economics and ServiceScapes.

Part Two, Entertainment Campaign Planning, contains seven chapters built around the ten steps of developing an integrated promotional campaign. We introduce entertainment audiences, segment those audiences, and discuss the methods of primary and secondary research used to understand audience preferences. Next we present a discussion of branding and marketing approaches to the industry. Communication objectives and message strategies provide guidelines forf developing audience-directed promotion. Finally, we demonstrate how to use advertising and public relations to promote entertainment venues, destinations and experiences.

Part Three, Industry Applications, contains five chapters, one each for developing campaigns specific to the five types of entertainment (live performance, tourism, attractions, mediated entertainment and stars/celebrities). Sample mini-campaigns are located at the end of each chapter. In Chapter 16, we provide a Post-Script containing a discussion question for debate by individual or groups of students.

OTHER POINTS OF DISTINCTION
Unique features in each chapter build a learning framework for practitioners and students of marketing and communication:

Focus on... features highlight and expand upon specific chapter content.
Focus on ethics allows readers to see both sides of an ethical issue generated by the realm of entertainment marketing.
Focus on careers presents profiles of men and women who hold entry and mid-level positions in the entertainment industry.
Now try this at the end of each chapter promotes better understanding of content by engaging readers in interactive and experiential activities.
Questions for discussion and review provide a platform for verbal debate and student engagement.
Additional resources for reading and web browsing complete each chapter.
Web site for teachers and students contains powerpoint presentations for each chapter and chapter questions (multiple choice, true-false and essay).

Current adopters of Entertainment Promotiona nd Communication include:

California State University, Fullerton CA
University of Nevada, Las Vegas NV
Point Park College, Pittsburgh PA
Florida International University-Bay Vista, North Miami FL
California State University, Los Angeles CA
Northwood University, Midland MI
Baylor Univeristy, Waco TX
Univeristy of Detroit, Mercy
Madison Media Institute

Shay Sayre

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Introduction

Part One
The Entertainment Industry

1. And Leisure Begot Entertainment
Introduction to the entertainment industry and the concepts of leisure and play; the emergence of experiential consumption; attention economy and temporal aspects of brand and promotion, including perishability and intangibility. Industry characteristics, economics and ethics.

2. Promotion in a Merging World
Convergence between advertising and entertainment. Media mergers. Factors impacting the industry that cause volatility and cannibalization.

3. Characterizing Experience Culture
The special characteristics of entertainment promotion including: the distinctions between product, service and entertainment promotion; tourist service standards and measurement; changing landscape of entertainment such as audience fragmentation and attention; convergence strategies; and cultural dimensions necessary for entertainment marketing.

4. Venue Economics and ServiceScapes
Formulating experiences as products for sale; importance of location and venue promotion. ServiceScapes; subscription and season ticket sales. Purchase pricing strategies; on-line delivery systems; piracy.

Part Two
Entertainment Campaign Planning

5. Planning an Integrated Campaign
Ten Steps Using research for planning strategies and tactics; creative briefing and budgeting. How to develop and evaluate a comprehensive integrated campaign; modifications for global applications.

6. Understanding Entertainment Audiences
The nature of the people who watch, cheer and participate. Consumer motivations, choices and behaviors, analyzed as they relate to entertainment-based experiences. Fan cultures and subcultures.

7. Segmenting Entertainment Audiences
Defines the various audience segments of entertainment markets by benefit, lifestyle and demographics. The role of targeting; niche marketing, positioning the brand. Global segments. Identifying prosumers.

8. Researching and Measuring Entertainment Audiences
Methods of studying and measuring audience behavior; qualitative and quantitative research methods. Internet audience analysis tools; measurement and syndicated services.

9. Building Entertainment Brands
The Marketing 4Ps and Entertainment 4 Cs as they apply to experiential promotion. Branding essentials; positioning entertainment media, places and venues.

10. Developing Communication Objectives and Message Strategies
Directing campaign objectives. Developing messages for an intended audience. Creating audience aggregate-directed messages to address objectives. Managing the communication plan. Global communication strategies.

11. Using Advertising and PR to Promote Entertainment
The concept of integrated communication planning for application to the entertainment industry. Advertising, PR and other elements of the promotion mix.

Part Three
Industry Applications

12. Promoting Live Performances and Events
Promoting theater, concerts, musical groups, and live attractions on stage and on tour. Financing performances; formulating a communications strategy for performance audiences. Campaign case study: Promoting NASCAR.

13. Promoting Destinations and Tourist Services
Principles of resort and cruise ship promotion; attracting guests and patrons. Destination branding of cities and nations; hotel rating systems; marketing tours and packaged vacations. Campaign case study: Destination Branding: Incredible India.

14. Promoting Attractions and Themed Spaces
Promoting museums and casinos; the role of themes for creating nostalgia, ethnicity and the exotic in restaurants, malls, parks and venues. Campaign case study: Reviving a Park'?s Popularity to Challenge Disney.

15. Promoting Mediated Entertainment
Marketing movies; hyping television reality shows and sitcoms; the role of ratings and reviewers. Merchandising to fans. Promoting with product placement and tie-ins. Campaign case study: Promoting a Television Series Using an Integrated Communications Approach.

16. Promoting Stars and Celebrities
Marketing stars as brands; celebrities and celebrity endorsements. The economics of celebrity promotion. Reaching star and celebrity audiences. Campaign case study: Developing a Heart Throb: Leonardo DiCaprio.

Post Script: Debating the Role of the Internet for the Health of Media Culture

Glossary of terms
Index

View the Author's C.V.

Read the New Edition Press Release

Chapter 3 - Characterizing Our Experience Culture

"Filled with state-of-the-art promotion techniques and real-world examples, this text has been my choice since its first edition. Makes entertainment promotion relevant & times, and it's well-written."

-Coral Ohl, California State University