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Entertainment Marketing

Entertainment Marketing. Types of Entertainment Businesses. 1. Chapter Objectives. Define entertainment marketing. Identify different types of entertainment media. Explain the economics of entertainment marketing. Discuss the global impact of entertainment marketing.

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Entertainment Marketing

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  1. Entertainment Marketing Types of Entertainment Businesses 1

  2. Chapter Objectives • Define entertainment marketing. • Identify different types of entertainment media. • Explain the economics of entertainment marketing. • Discuss the global impact of entertainment marketing. • Explain types of businesses in the entertainment industry. • Identify forms of entertainment marketed to consumers. 2

  3. That’s Entertainment Throughout history and around the world, people have enjoyed _______, ______, ________, _____, and other forms of diversion. 3

  4. That’s Entertainment Television is one means used for entertainment marketing. entertainment marketing Other forms of entertainment include: • Radio • Recorded music • Newspapers and magazines • Video games (home or arcade) • Films (theatrical or home) 4

  5. That’s Entertainment The companies that control the media influence how the public is entertained. media 5

  6. The Influence of Entertainment The clothing we wear, hairstyles, and style in general are influenced by entertainment marketing. fad Many products or services influenced by entertainment are fads. 6

  7. Entertainment and the Marketing Concept Movie and TV studios are constantly striving to anticipate customer wants and needs and provide what the public wants. Entertainment usually has a short “_____ ____.” The marketer must cover costs and make a profit _____________. 7

  8. The Economics of Entertainment Entertainment marketing relies on meeting consumer demand for _________ and _________ at a price the customer is willing to pay. Shoppers can afford to buy only a limited amount of product before __________ their budgets. The ___________ and sports businesses thrive on getting people to spend their discretionary ______. 8

  9. The Economics of Entertainment Merchandising is a big part of the entertainment industry. cross-selling Businesses use cross-selling to increase profits 9

  10. International Entertainment Around the world, people spend money as Americans do when it comes to leisure time. leisure time Entertainment products are one of America’s strongest exports. 10

  11. Business Structures Most businesses that produce ___________ for consumers are large corporations with many _____________ and employees. Most of these businesses started out as single ____________ or ______________. 11

  12. Business Structures The major entertainment companies are: • The Walt Disney Company • Sony Entertainment • Viacom (Paramount) • Time Warner • Vivendi Universal • The News Corporation (20th Century Fox) These companies are structured using vertical distribution. 12

  13. Movies Films are released by distributors—usually the studio or a related company—and shown by theaters, or exhibitors, to the public. break even Four out of ten films produced may not break even. 13

  14. Movies A few large studios make up the core of the film business, which is considered an oligopoly. oligopoly Independent movie companies called indies operate on their own to make films. 14

  15. ___PercentTheatrical Receipts ___ PercentVideo/DVDSales andRentals ___ PercentTelevision Sales Movies In 2000, the breakdown of revenues for film was: 15

  16. Theme Parks • The first theme parks were called “______ ______” and appeared in Europe around 1550. • Walt Disney planned Disneyland to have exhibits and _________ for all ages. • Disney signed sponsors to help pay for ___________. • The idea for water parks developed in the late ______. 16

  17. Television Television is the number one entertainment medium for many Americans. affiliate The producers of shows are not necessarily distributors. An independent TV station may decide to become an affiliate. 17

  18. Television Ratings are a type of market research that determines if a program stays on the television schedule or is dropped. ratings The most famous ratings company is Nielsen Media Research. 18

  19. Television Advertising time can be split between national ads and local ads. niche marketing Prime time is the most expensive advertising time. Niche marketing has expanded in television marketing with the number of cable stations. 19

  20. Radio • _________ stations function as television stations do—as either ___________ stations or part of national networks. • _________ stations rely on market research to determine the popularity of _________. • Each category of programming has a specific _________ _________. • For radio, prime time is the morning-drive-to-work period of time. 20

  21. Music Industry • The _______ __________is dependent on record companies to sign artists and produce and release CDs. • Record companies make large profits from successful artists who rely on up-front _________ and royalties. • The music industry has lost money as a result of illegal file sharing and __________ _______for free on the Internet. • Live __________ generate income for the music industry. 21

  22. Performing Arts • ___________ art is a very _________ business today. • Many productions are financed and produced by the same large __________ companies that produce film and television. • Many popular __________ shows tour around the country. 22

  23. The Internet and Computers Shopping on the Internet has not replaced the brick-and-mortar store. brick-and-mortar store The growth of the video and computer game industry has been steady and expansive. 23

  24. Other Entertainment Businesses Other entertainment businesses include: nonprofit organization • The circus • Themed restaurants • Opera and ballet • nonprofit organizations 24

  25. Seek Out Target Markets Types of Entertainment Businesses Theme Parks Television Music Industry Performing Arts The Internet ______ _____ ____ 25

  26. 1. 2. 3. It is the process of developing, promoting, and distributing products, or goods and services, to satisfy customers’ needs and wants through entertainment, or any diversion, amusement, or methods occupying time. Types of media include film, television, radio, recorded music, print media such as newspapers and books, the Internet, and more. Answers may vary: Checking Concepts 1. Define entertainment marketing. Identify types of media. 2. Name two consumer products that are influenced by entertainment. 3. continued 26

  27. 7. 4. 6. 5. Ratings are: The cost of producing films is so high that sometimes expenses are greater than income. It is a business situation in which a few firms affect but do not control an industry. Types of entertainment industry businesses include film, TV, radio, music, theme park, Internet, computer-game, and performing arts businesses. Other answers are possible. Checking Concepts 4. Identify types of entertainment industry businesses. Describe an oligopoly. 5. 6. Explain why many films produced do not break even. 7. Define ratings. continued 27

  28. 8. Checking Concepts Critical Thinking Describe how cable TV uses niche marketing. 8. 28

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