Entertainment marketing & communication: selling branded performance, people, and places
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Upper Saddle River, N.J.
Pearson/Prentice Hall
2008
|
| Schlagwörter: | |
| Links: | http://www.loc.gov/catdir/toc/ecip0720/2007024980.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016607231&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Includes bibliographical references and index |
| Umfang: | xxii, 489 p. ill. 23 cm |
| ISBN: | 9780131986220 0131986228 |
Internformat
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| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Reclame |2 gtt | |
| 650 | 4 | |a Leisure industry |z United States |x Marketing | |
| 650 | 4 | |a Performing arts |z United States |x Marketing | |
| 650 | 4 | |a Entertainment events |z United States |x Marketing | |
| 650 | 4 | |a Amusements |z United States |x Marketing | |
| 650 | 4 | |a Tourism |z United States |x Marketing | |
| 650 | 4 | |a Recreation |z United States |x Marketing | |
| 650 | 4 | |a Consumer behavior |z United States | |
| 650 | 4 | |a Communication in marketing |z United States | |
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Datensatz im Suchindex
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| adam_text | IMAGE 1
I I I I I * I I * I I * * I * * * * * * *
ENTERTAINMENT
MARKETIN.G & COMMUNICATION SELLING BRANDED PERFORMANCE, PEOPLE, AND
PLACES
SHAY SAYRE CALIFORNIA STATE UNIVERSITY- FULLERTON
UPPER SADDLE RIVER, NEW JERSEY, 07458
IMAGE 2
I I I I I I I I I I I I I I I I I
BRIEF CONTENTS
PREFACE XIII INTRODUCTION XIX
PARTI:
CHAPTCR 1 CHAPTER 2
CHAPTER 3
CHAPTER 4
PARTII:
CHAPTER 5 CHAPTER 6
CHAPTER 7
PARTIII:
CHAPTER 8 CHAPTER 9
CHAPTER 10
PARTIV:
CHAPTER II CHAPTER [2
CHAPTER 13
CHAPTER 14
CHAPTER 15
THEENTERTAINMENT INDUSTRY
AND LEISURE BEGOT ENTERTAINMENT OUR MERGED, MERGED WORLD 21
CHARACTERIZING OUR EXPERIENCE CULTURE 40
VENUE ECONOMICS AND SERVIEESCAPES 62
ENTERTAINMENT AUDIENCESAND AUDIENCE RESEARCH 83
AUDIENCES, CULTURE, AND SUBCULTURE 83 SEGMENTING ENTERTAINMENT AUDIENCES
113
RESEARCHING AND MEASURING ENTERTAINMENT AUDIENCES 143
APPLYINGMARKETINGAND COMMUNICATION PRINCIPLES 175
ENTERTAINMENT MARKETING MIX, BRANDING, AND COMMUNICATION 175 INTEGRATED
AND CONVERGENT PROMOTIONAL COMMUNICATIONS 207
CAMPAIGN PLANNING 243
INDUSTRY APPLICATIONS 267
LIVE PERFORMANCES AND EVENTS 267 DESTINATIONS AND TOURIST SERVICES 295
ATTRACTIONS AND THEMED SPACES 333
MEDIATED ENTERTAINMENT 358
STARS AND CELEBRITIES 397
VII
IMAGE 3
VIII
BRIEF CONTENTS
PARTV: CASE STUDIES FROM THEREALWORLDOF EXPERIENTIAL ENTERTAINMENT429
CASE 1 FUNDING A CAPITAL CAMPAIGN: ORANGE COUNTY PERFORMING ARTS CENTER
429 EVOLVING THE RITZ-CARLTON BRAND 434 SELLING THE MOUSE: MARKETING
DISNEY S CALIFORNIA THEME PARKS 439
REVITALIZING THE PINK PANTHER BRAND 446 MARKETING THE OPRAH BRAND 452
CASE 2 CASE 3
CASE 4
CASES
POSTSCRIPT 459
GLOSSARY 474 INDEX 481
IMAGE 4
I I I I I I I I I I I I I I I I I I I I I
TABLE OF CONTENITS
PREFACE XIIIINTRODUCTION XIX AN OVERVIEW OF THE ENTERTAINMENT INDUSTRY S
BEGINNINGS AND THE TEXT S LAYOUT.TYPOLOGY AND DEFINITIONS SPECIFIC TO
THE TEXT ARE PRESENTED. PARTI: THEENTERTAINMENT INDUSTRY CHAPTER I AND
LEISURE BEGOT ENTERTAINMENT 1 INTRODUCTION TO THE ENTERTAINMENT INDUSTRY
AND THE CONCEPTS OF LEISURE AND PLAY;DISCUSSES THE EMERGENCE OF
EXPERIENTIAL CONSUMPTION; ATTENTION ECONOMY ANDTEMPORAL ASPECTS OF BRAND
AND PROMOTION, INCLUDING PERISHABILITY AND INTANGIBILITY.INDUSTRY
CHARACTERISTICS, ECONOMICS, AND ETHICS. CHAPTER 2 OUR MERGED, MERGED
WORLD 21 THIS CHAPTER FOCUSES ON CONVERGENCE BETWEEN ADVERTISING AND
ENTERTAINMENT, ANDDISCUSSES FACTORS IMPACTING THE INDUSTRY THAT CAUSE
VOLATILITY AND CANNIBALIZATION. CHAPTER 3 CHARACTERIZING OUR EXPERIENCE
CULTURE 40 THE SPECIAL CHARACTERISTICS OF ENTERTAINMENT MARKETING
INCLUDING: THE DISTINCTIONSAMONG PRODUCT, SERVICE, AND ENTERTAINMENT
MARKETING; TOURIST SERVICE STANDARDS ANDMEASUREMENT; THE CHANGING
LANDSCAPE OF ENTERTAINMENT, SUCH AS AUDIENCEFRAGMENTATION AND ATTENTION;
EONVERGENCE STRATEGIES; AND CULTURAL DIMENSIONSNECESSARY FOR
ENTERTAINMENT MARKETING. CHAPTER 4 VENUE ECONOMICS AND SERVICESCAPES 62
FORMULATING EXPERIENCES AS PRODUETS FOR SALE; IMPORTANCE OF LOCATION AND
VENUEMARKETING; SERVICESCAPES; SUBSCRIPTION AND SEASON TICKET SALES;
PURCHASE PRICINGSTRATEGIES: ONLINE DELIVERY SYSTEMS; PIRACY. PARTII:
ENTERTAINMENT AUDIENCESAND AUDIENCE RESEARCH 83 CHAPTER 5 AUDIENCE
CULTURE AND SUBCULTURE 83 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.
IX
IMAGE 5
X
TABLE OF CONTENTS
CHAPTER 6 SEGMENTING ENTERTAINMENT AUDIENCES 113
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.
CHAPTER 7 RESEARCHING AND MEASURING ENTERTAINMENT AUDIENCES 143
METHODS OF STUDYING AND MEASURING AUDIENCE BEHAVIOR; QUALITATIVE AND
QUANTITATIVE RESEARCH METHODS; INTERNET AUDIENCE ANALYSIS TOOLS;
MEASUREMENT AND SYNDICATED SERVICES.
PART III: APPLYING MARKETING AND COMMUNICATION
PRINCIPLES 175
CHAPTER 8 MIXING, BRANDING, AND COMMUNICATING 175
THE 5PS AND 4CS OF ENTERTAINMENT SERVICES AS THEY APPLY TO EXPERIENTIAL
MARKETING; BRANDING ESSENTIALS; POSITIONING. DEVELOPING COMMUNICATION
OBJECTIVES, MESSAGES, AND MESSAGE STRATEGIES, AND MANAGING THE
COMMUNICATION PLAN; GLOBAL COMMUNICATION STRATEGIES.
CHAPTER 9 PROMOTIONAL COMMUNICATIONS 207
11LE CONCEPT OF INTEGRATED MARKETING COMMUNICATION FOR APPLICATION TO
THE ENTERTAINMENT INDUSTRY; ADVERTISING, PUBLIC RELATIONS, AND OTHER
CLEMENTS OF THE PROMOTION MIX EXPLAINED.
CHAPTER 10 PRODUCING AN INTEGRATED MARKETING COMMUNICATIONS CAMPAIGN 243
USING MARKET RESEARCH FOR PLANNING STRATEGIES AND TACTICS; CREATIVE
BRIEFING AND BUDGETING. HOW TO DEVELOP AND EVALUATE A COMPREHENSIVE IMC
CAMPAIGN; MODIFICATIONS FOR GLOBAL APPLICATIONS.
PART IV: INDUSTRY APPLICATIONS 267
CHAPTER 11 LIVE PERFORMANCES AND EVENTS 267
PROMOTING THEATER, CONCERTS, MUSICAL GROUPS, AND LIVE ATTRACTIONS ON
STAGE AND ON TOUR; FINANCING PERFORMANCES; FORMULATING A COMMUNICATIONS
STRATEGY FOR PERFORMANCE AUDIENCES.
CHAPTER 12 DESTINATIONS AND TOURIST SERVICES 295
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.
CHAPTER 13 ATTRACTIONS AND THEMED SPACES 333
PROMOTING MUSEUMS AND CASINOS; THE ROLE OF THEMES FOR CREATING
NOSTALGIA, ETHNICITY, AND THE EXOTIC IN RESTAURANTS, MALLS, PARKS, AND
VENUES.
CHAPTER 14 MEDIATED ENTERTAINMENT 358
MARKETING MOVIES; HYPING TELEVISION REALITY SHOWS AND SITCOMS; THE ROLE
OF RATINGS AND REVIEWERS; MERCHANDISING TO FANS; PROMOTING WITH PRODUCT
PLACEMENT AND TIE-INS.
IMAGE 6
TABLE OF CONTENTS I I I I XI
CHAPTER 15 STARS AND CELEBRITIES 397
MARKETING STARS AS BRANDS; CELEBRITIES AND CELEBRITY ENDORSEMENTS; THE
ECONOMICS OF CELEBRITY PROMOTION; REACHING STAR AND CELEBRITY AUDIENCES.
PARTV: CASE STUDIESFROM THE REAL WORLD OF EXPERIENTIAL
ENTERTAINMENT 429
CASE 1 FUNDING A CAPITAL CAMPAIGN: ORANGE COUNTY PERFORMING ARTS CENTER
429
CASE 2 EVOLVING THE RITZ-CARLTON BRAND 434
CASE3
CASE4
CASES
SELLING THE MOUSE: MARKETING DISNEY S CALIFORNIA THEME PARKS 439
REVITALIZING THE PINK PANTHER BRAND 446
MARKETING THE OPRAH BRAND 452
POSTSCRIPT 459
PROGNOSIS ON THE FUTURE OF ENTERTAINMENT INDUSTRY FACETS SUCH AS THE
INTERNET, ADVERTISING, TECHNOLOGY. PIRACY, AND MORE.
GLOSSARY 474
INDEX 481
|
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| lccn | 2007024980 |
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| spellingShingle | Sayre, Shay Entertainment marketing & communication selling branded performance, people, and places Amusement gtt Marketing gtt Reclame gtt Leisure industry United States Marketing Performing arts United States Marketing Entertainment events United States Marketing Amusements United States Marketing Tourism United States Marketing Recreation United States Marketing Consumer behavior United States Communication in marketing United States Unterhaltungsindustrie (DE-588)4186999-0 gnd Event-Marketing (DE-588)4335461-0 gnd |
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| title | Entertainment marketing & communication selling branded performance, people, and places |
| title_alt | Entertainment marketing and communication |
| title_auth | Entertainment marketing & communication selling branded performance, people, and places |
| title_exact_search | Entertainment marketing & communication selling branded performance, people, and places |
| title_full | Entertainment marketing & communication selling branded performance, people, and places Shay Sayre |
| title_fullStr | Entertainment marketing & communication selling branded performance, people, and places Shay Sayre |
| title_full_unstemmed | Entertainment marketing & communication selling branded performance, people, and places Shay Sayre |
| title_short | Entertainment marketing & communication |
| title_sort | entertainment marketing communication selling branded performance people and places |
| title_sub | selling branded performance, people, and places |
| topic | Amusement gtt Marketing gtt Reclame gtt Leisure industry United States Marketing Performing arts United States Marketing Entertainment events United States Marketing Amusements United States Marketing Tourism United States Marketing Recreation United States Marketing Consumer behavior United States Communication in marketing United States Unterhaltungsindustrie (DE-588)4186999-0 gnd Event-Marketing (DE-588)4335461-0 gnd |
| topic_facet | Amusement Marketing Reclame Leisure industry United States Marketing Performing arts United States Marketing Entertainment events United States Marketing Amusements United States Marketing Tourism United States Marketing Recreation United States Marketing Consumer behavior United States Communication in marketing United States Unterhaltungsindustrie Event-Marketing Verenigde Staten USA |
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