Entertainment Marketing and Communications: The Industry and Integrated Campaigns

Author(s): Shay Sayre

Edition: 3

Copyright: 2016

Edition: 3

Copyright: 2016

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Ebook

$56.72

ISBN 9781465294814

Details Electronic Delivery EBOOK 180 days

Ebook

$98.12

ISBN 9781792411168

Details Electronic Delivery EBOOK 365 days

Now in a convenient eBook format, Entertainment Marketing & Communications focuses specifically on entertainment marketing, offering a clear and up-to-date framework for students 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.

Written in a campaign planner style, Entertainment Marketing & Communications 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 and Execution, contains six chapters built around developing an integrated promotional campaign. The text introduces entertainment audiences, how to segment those audiences, and discusses the methods of primary and secondary research used to understand audience preferences. Next the authors present a discussion of branding and marketing approaches to the industry and communication objectives and message strategies for developing audience-directed promotion. Finally, the authors demonstrate how to use advertising and public relations to promote entertainment venues, destinations and experiences.

Part Three, Entertainment Industry Applications & Minicampaigns, contains six chapters, one each for developing campaigns specific to the six types of entertainment (integrated/convergent communications campaign, live performance and events, tourism, attractions, mediated entertainment and stars/celebrities).

The NEW third edition of Entertainment Marketing & Communications:

  • Promotes Active Learning!  Sample mini-campaigns are integrated at the end of each chapter.
  • Is Interdisciplinary!  Focus On Ethics vignettes within each chapter encourage readers to see both sides of an ethical issue generated by the realm of entertainment marketing.
  • Prepares Students!  Focus On Careers sections present profiles of men and women who hold entry and mid-level positions in the entertainment industry.
  • Is Practical!  Now Try This prompts at the end of each chapter promote a better understanding of content by engaging readers in interactive and experiential activities.
  • Promotes Discussion! Questions for discussion and review provide a platform for verbal debate and student engagement.
  • Is Easy-To-Adopt! PowerPoint© presentations and chapter questions (multiple choice, true-false and essay) are provided to all adopters.

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 

 

Shay Sayre
Shay Sayre, Ph.D., is professor emeritus at California State University, Fullerton. Recipient of a Fullbright-Hays grant to study in Hungary, Sayre has taught graduate degree programs in Brussels, Hong Kong, and Brisbane, Australia. Previously with Young & Rubicam Advertising, Sayre directed promotional programs for Paramount Pictures and served as marketing director for the San Diego Symphony. She is the author of Qualitative Methods for Marketplace Research (Sage), Campaign Planner for Promotion IMS (Southwestern), Entertainment and Society (Routledge), and numerous book chapters and journal articles in publications such as the Journal of Advertising; Consumption, Markets & Culture; Journal of Professional and Business Ethics; Advances in Consumer Research; and Research in Consumer Behavior. She divides her time between Ennis, Montana and Laguna Beach, California.

"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

Now in a convenient eBook format, Entertainment Marketing & Communications focuses specifically on entertainment marketing, offering a clear and up-to-date framework for students 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.

Written in a campaign planner style, Entertainment Marketing & Communications 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 and Execution, contains six chapters built around developing an integrated promotional campaign. The text introduces entertainment audiences, how to segment those audiences, and discusses the methods of primary and secondary research used to understand audience preferences. Next the authors present a discussion of branding and marketing approaches to the industry and communication objectives and message strategies for developing audience-directed promotion. Finally, the authors demonstrate how to use advertising and public relations to promote entertainment venues, destinations and experiences.

Part Three, Entertainment Industry Applications & Minicampaigns, contains six chapters, one each for developing campaigns specific to the six types of entertainment (integrated/convergent communications campaign, live performance and events, tourism, attractions, mediated entertainment and stars/celebrities).

The NEW third edition of Entertainment Marketing & Communications:

  • Promotes Active Learning!  Sample mini-campaigns are integrated at the end of each chapter.
  • Is Interdisciplinary!  Focus On Ethics vignettes within each chapter encourage readers to see both sides of an ethical issue generated by the realm of entertainment marketing.
  • Prepares Students!  Focus On Careers sections present profiles of men and women who hold entry and mid-level positions in the entertainment industry.
  • Is Practical!  Now Try This prompts at the end of each chapter promote a better understanding of content by engaging readers in interactive and experiential activities.
  • Promotes Discussion! Questions for discussion and review provide a platform for verbal debate and student engagement.
  • Is Easy-To-Adopt! PowerPoint© presentations and chapter questions (multiple choice, true-false and essay) are provided to all adopters.

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 

 

Shay Sayre
Shay Sayre, Ph.D., is professor emeritus at California State University, Fullerton. Recipient of a Fullbright-Hays grant to study in Hungary, Sayre has taught graduate degree programs in Brussels, Hong Kong, and Brisbane, Australia. Previously with Young & Rubicam Advertising, Sayre directed promotional programs for Paramount Pictures and served as marketing director for the San Diego Symphony. She is the author of Qualitative Methods for Marketplace Research (Sage), Campaign Planner for Promotion IMS (Southwestern), Entertainment and Society (Routledge), and numerous book chapters and journal articles in publications such as the Journal of Advertising; Consumption, Markets & Culture; Journal of Professional and Business Ethics; Advances in Consumer Research; and Research in Consumer Behavior. She divides her time between Ennis, Montana and Laguna Beach, California.

"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