Definitive Guide to Entertainment Marketing, The: Bringing the Moguls, the Media, and the Magic to the World, 2nd edition
Published by Pearson FT Press (June 28, 2013) © 2013
- Al Lieberman New York City
- Pat Esgate
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Over the past decade, the entertainment industry has exploded in size: it's now nearing a trillion dollars worldwide. That's five times as large as it was when the best-selling first edition of this book (then called The Entertainment Marketing Revolution) was published. Everything's changed since then: new platforms, new media, new tools, new global markets -- everything. Now, Al Lieberman and Patricia Esgate have completely revised their classic guide to reflect all these changes, and help entertainment marketers prepare for the even more massive changes that are on the way.
The Definitive Guide to Entertainment Marketing surveys every major entertainment marketing platform: film, cable, broadcast, sports, publishing, social communities, electronic gaming, travel/tourism, location-based and experiential entertainment, and more. Reflecting decades of intimate experience as practitioners, Lieberman and Esgate:Â
- Explore challenges and opportunities associated with new technologies such as smartphones and tablets
- Explain the implications of globalization in entertainment
- Demonstrate new integrated marketing approaches that build synergies across advertising, promotion, PR, and social media
- Preview emerging challenges that practitioners can't afford to ignore.
This engaging, conversational primer will be valuable to anyone interested in the entertainment business -- and indispensable for anyone seeking to enter the industry as a marketing or PR professional.
The leading guide to entertainment marketing: fully updated and expanded to cover new players, platforms, techniques, and global opportunities.
- Up-to-the-minute coverage of film, cable, broadcast, sports, publishing, new media, social communities, and electronic gaming platforms
- Reflects powerful trends ranging from smartphones to globalization
- Shows how marketers integrate advertising, promotion, PR, and online content distribution
- By industry insiders with decades of experience as leaders and consultants
Introduction Let Us Entertain You    1
The Market for Marketing—and Marketing Professionals    2
What Sets Entertainment Marketing Apart?    5
New Channels, New Challenges    6
Marketing to the Mass    6
The Digital Disruption    7
A Marketer’s Manifesto    9
Chapter 1 Begin with the Basics: The What and Where of Entertainment
Marketing    11
The Four Cs    11
The First C: Content    13
The Second C: Conduit    16
The Third C: Consumption    16
The Fourth C: Convergence    17
Summary    22
Chapter 2 Getting the Product to Market: Who and How    23
Molding the Message    23
In the Good Old Days    24
Vive La Revolution!    25
Super-Size Me    26
Decisions, Decisions    29
Summary    43
Chapter 3 Marketing Movies: Building Wannasee, Haftasee, and Mustsee    45
Big Numbers for the Big Screen    45
A Bit of Background    47
Reducing Risk: High Concept Films    48
Dum-Dum....Dum-Dum    48
Reducing Risk: Hollywood Meets Madison Avenue    50
Behind the Scenes: The PÂ Â Â Â 53
Out the Door and Onto the Streets: Distribution     55
Theaters: Still Big Box Office    57
Movie Marketing: Who Are the Targets?    58
Marketing Methods    61
Ticket Presale Conduits    65
The Oscars—A Powerful Mrketing Tool    65
Techno Tools    66
Planes, Trains, Automobiles—and More    67
Independent Films    67
Summary    72
Further Reading    73
Magazines to Devour    73
Chapter 4 The Business of Broadcasting: Network TV, Syndication, and Radio    75
Broadcast Basics    75
Local Television Stations    80
The Basics of TV Ratings    82
Promotion and Marketing    89
Syndication    93
What’s Mine Is Not Yours: The Impact of Technology    98
Noncommercially Driven Broadcasting    99
Summary: Network TV and Syndication    101
Radio    101
Summary: Radio    111
For Further Reading    111
Magazines to Devour    111
Chapter 5 The Rising Tide of Technology: Television Content Delivery in a Digital Age    113
The Multichannel Video Universe   113
Beyond Basic    125
Media, Marketing, and Money    127
The Search for Subscribers    130
Cable Television: A Marketing Powerhouse    132
Summary    133
For Further Reading    133
Chapter 6 Digital Disruption    135
Cable Levels Off: The Era of New Challenges    135
Over the Top    139
Disruptive Conduits    141
Summary    146
For Further Reading    146
Chapter 7 Publishing: The Printed Word Goes Digital    147
In the Beginning    147
Books    148
Marketing Books    157
Discoverability    162
Branding    164
The Changing Publishing Environment    166
Summary: Books    169
Newspapers and Magazines    169
Summary: Newspapers and Magazines    173
Summary: Publishing    173
For Further Reading    173
Chapter 8 A Handful of Content: Games, Mobile Applications, and Mobile Marketing    175
The Game’s Afoot    175
Going Mobile    179
Mobile Marketing    183
Summary: Games, Mobile Applications, and Mobile Marketing    185
For Further Reading    186
Chapter 9 The Universal Language: Music     187
They’re Playing Our Song    187
The Three Forms of Property    188
Major Players    189
The Music Development Process    191
The Changing Face of Distribution    193
Reaching the Masses    195
Marketing the Music    199
Market Segments    200
Musical Theater    204
Billboard: The Bible of the Business    208
Summary    208
For Further Reading    208
Chapter 10 Major Leagues, Major Money: Sports    211
This Sporting Life    211
Major League Sports    214
The Rest of the Story    224
The Business of Brands: Licensing and Sponsorship    227
Technology Trends    231
Marketing Challenges    234
Summary    236
For Further Reading    236
Chapter 11 On the Road: Travel and Tourism    237
Travelin’ On    237
Building the Plan    239
Advertising, Publicity, and Promotion    243
Creating an Identity    243
The Dynamics of Travel and Tourism Marketing    247
Relationship Marketing    251
Other Destination Entertainment    254
Summary    263
For Further Reading    263
Chapter 12 What’s Next: A Global Snapshot   265
Global Regions: North America   267
Global Regions: Latin America    268
Global Regions: EMEAÂ Â Â Â 271
Global Regions: Asia Pacific    274
Summary    276
Conclusion Where Do We Go from Here?    277
Who: The Consumer    277
What: Technology and Trends    278
Why: The More Things Change    278
Where: Where Do You Want It?    279
When: Get Onboard    279
Index    281
Al Lieberman is 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.
Professor Lieberman has extensive experience in the world of entertainment marketing. He served for over 12 years as President and founder of Grey Entertainment and Media, a wholly owned subsidiary of Grey Advertising. Under his leadership, Grey Entertainment grew to become a leading specialized marketing and communications agency, servicing clients such as Warner Bros. Studios, Warner Home Video, ABC Entertainment, Harper Collins Publishers, Viking/Penguin, Murdoch Magazines, People Magazine, Universal Music, Radio City Music Hall, Madison Square Garden Network, Metro Cable Coop (1.800.OK.Cable), Celebrity Cruises, and Barbados Board of Tourism, among others.
Professor Lieberman also served as Executive Vice President of Simon & Schuster. As General Manager of the Silhouette book division, he played a significant role in launching the Silhouette paperback brand, which grew to over $250 million dollars in retail sales worldwide, with distribution in 90 countries and 16 languages.
His research involves film festivals, technology and its disruptive impact on media and entertainment, and global entertainment and media. He has worked and taught in Italy, France, Germany, India, Argentina, China, and Brazil.
Patricia Esgate specializes in strategic business development for market platforms that utilize dynamic experiences to build brand loyalty, drive repeat visitation, and increase revenue. Through the consulting practice of Esgate & Associates, Ms. Esgate’s clients have included the Walt Disney Company, Sony, Universal Studios, Jim Henson Productions, and the McDonald’s Corporation, along with an extensive list of individual projects both domestic and international. Ms. Esgate has had the pleasure of organizing several conferences focusing on the destination entertainment industry, including her own event, the Summit for Experience Creators, and enjoyed five years as the editor of EM magazine, a groundbreaking publication that focused on all facets of the experiential marketplace. Ms. Esgate has appeared at industry events as both a featured speaker and provocateur; she has also served as a faculty member for Harvard University’s Experience Architecture Forum and Pine & Gilmore’s popular Strategic Horizons thinkAbouts.
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