Transcript M-Chapter 11

Types of Entertainment Products
Media Product Marketing
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Chapter Objectives
Identify types of entertainment products.
Define evergreen products.
Describe location-based entertainment (LBE).
Explain the significance of impulse spending.
Explain why marketing is involved in
entertainment product development.
Discuss the difference between primary and
secondary markets.
Explain the importance of programming.
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Entertaining Products
The entertainment industry produces a wide variety
of goods and services including:
Media-based
Entertainment
Goods
• Films on DVD and video
• Music on DVD and CDs
• Video and electronic
games
• Books and magazines
• Toys
• T-shirts
• Concessions
Media-based
Entertainment
Services
• Television shows
• Movies in theaters
• Concert performances
• Theater performances
Recreation-based
Entertainment
Services
• Amusement parks
• Zoos
• Museums
• Snack-bars
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Film and Music
Merchandising
Theatres provide mediabased services.
concessions snackbars that sell popcorn,
soda, and candy
Theatres also provide
concessions.
The home entertainment
industry sells media-based
goods.
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Film and Music
Merchandising
Film producers have two
choices for DVD and video
distribution—to rent or to
sell through the customer.
evergreens films or
products that are popular
year after year
Evergreens are important
to the film industry.
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Marketing Film and Distribution
Tie-Ins
Primary Market
Theaters
Product
Movie
Secondary Market
Foreign market
Television
Home rentals
Home sales
Cable TV
Airlines
Toys
Clothing
Books
Posters
Cross-Marketing
Film soundtrack
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Music CDs and
Distribution
In addition to in-store
sales, the marketing of
record clubs and rack
jobbers contribute to the
sales of CDs
record clubs
organizations in which
members receive free
records if they agree to
purchase additional
records within a time
period
rack jobbers
independent vendors who
distribute, price, and
control their own
inventory within a store
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Electronic and Video
Games
Cross-marketing in video game distribution is
common.
Common tie-ins include:
–
–
–
–
Films
Music
Sports
Merchandise
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Print Books and
Magazines
Despite the computer age, customers are now
buying more books and magazines than ever
before.
Trade books are published for general
bookstores.
Magazines offer marketers ready-made target
markets.
Major media corporations that own film and
television studios also own print media.
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Theme Parks and Water
Parks
Location-based
entertainment (LBE) has
evolved into major
entertainment forms.
The park environment is
set up for impulse
spending.
location-based
entertainment (LBE)
entertainment that
includes amusement,
theme, animal, and
water parks
impulse spending
buying without prior
planning
Tie-ins play an important
role in LBE venues.
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Special Entertainment
Events
Special entertainment events provide
entertainment services.
– Circuses, state fairs, pageants, ice shows
Each event supplies a venue for selling related
entertainment products.
– Concessions and souvenirs
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1.
Why are evergreens important to the film
industry?
2.
What are three forms of location-based
entertainment? (LBE)
3.
What is a rack jobber?
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Media Marketing Channels
The major media marketing channels are:
Film
TV
Radio
Print publishing
Internet
Marketers are involved in the development of most
entertainment products, or goods and services.
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Marketing Film and
Distribution
The film market is divided
into the primary market
and the secondary
market.
primary market in film
distribution, the target
audience which is the
theaters that show films
in first release
After a studio or
independent production
company creates the
products, it is shopped to
exhibitors.
secondary market in film
distribution, target
audience after a film has
been in first run at theaters
exhibitors theaters that
sell tickets and show films
to an audience
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Marketing Film and
Distribution
The exhibitor breaks down
gross revenue sources in
two areas:
– 70 percent from ticket sales
– 30 percent from concession
sales
gross revenue total
income from sales
before costs, expenses,
and taxes are deducted
trailers previews of
upcoming movies shown
before the main feature
The film studio and the
exhibitor use trailers to
create interest in new
releases.
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Marketing Television
Syndication is a great
source of revenue for
studios and networks.
syndication selling
television programs to
individual stations, not
networks
Television target audiences
are specialized by
programming.
programming the
schedule, or times, for
broadcasting shows on
television; or on radio, also
the music style and playlist
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Marketing Radio
Radio is one of the best ways to target your
advertising message to an audience.
There are over 11,000 commercial radio
stations in the United States with over 2 million
listeners.
Programming radio is determined by the style
of music and playlist or type of program.
Competition in the radio industry is intense.
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Marketing the Music
Promotion strategies include:
Targeting specific markets
Focusing on specific stations
with specific markets
Artists performing jingles
Ad campaigns
Artist Web sites
Talk show interviews
Chat room discussions
Charitable activities
jingle a catchy tune or
song that promotes a
product and
accompanies television,
radio, or Internet
advertisements
ad campaign a
promotional plan that
combines selling,
advertising, public
relations, and the use of
different media to reach
the target market
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Marketing the Music
In prior years, payola was
the key to having DJs play
a record.
Today record labels might
hire independent agents to
promote records to stations
and provide gifts to station
personnel to encourage
them to play the music on
the radio.
payola an illegal
payment by record
labels to radio stations
to persuade them to play
the label’s records
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Marketing Print Media
Global trade shows and book fairs have been
successful venues for showcasing new books.
Book-signing events and book tours by authors
generate publicity and interest.
TV talk shows and interviews are an effective
marketing strategy.
Magazines use direct marketing.
E-publishing is starting to gain popularity.
Most newspapers have corresponding Web
sites.
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Media and Marketing
The media are not only sources of pure
entertainment products, they are also effective
entertainment marketing tools.
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A Piece of the Action
Entertainment memorabilia is often sold
Operating an e-tail business
on an electronic
channel—the
at large auction
houses. Internet
Web—can be costly,auction
due to sites
design,
delivery,
returns,
and it
such
as eBay
now make
operating expenses.
possible for anyone to obtain a tiny
of entertainment
history.in the
Though Many largerpiece
dot-com
companies crashed
It’s1990’s,
not justsmall
collectors
doing
the selling—television
storeswho
like are
Harris
Cyclery
of West Newton,
and
movie studios actually
have latched
ontosales
this idea,
Massachusetts,
increase
usingoffering
a basic for
Web
sale
autographs,
costumes,
scripts,
small
props, rides
and crew
site.
Today, a third
of Harris’s
bicycle
business
in on
the WebThese
to get pop-culture
hard-to-findartifacts
parts and
personal
service.
uniforms.
generate
money
for the
studios, publicity for the shows or movies, and satisfaction for
Describe
the
fans. an e-business’s home page to your class after
viewing one through marketingseries.glencoe.com.
For more information on sports and entertainment marketing,
go to marketingseries.glencoe.com.
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1.
What is the difference between the primary
market and the secondary market in film
distribution?
2.
What is gross revenue?
3.
Define programming.
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Checking Concepts
1. Name three
entertainment products.
2. Explain primary and
secondary markets.
The
primary
market
1. Evergreen
2.
3.
4.
Impulse
DVDs,
CDs,
spending
products
videoin
film
distribution
is the
is
games,
are
buying
filmsand
or
without
many
target
audience
or the
prior
others.
products
planning.
that are
theatres that run films
popular year after
in first release; the
year.
secondary
market is
the target audience
after a film has been
first run at theatres:
foreign theatres, home
rentals and sales,
cable TV, airlines.
3. Define evergreen
products.
4. Describe impulse
spending.
continued
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Checking Concepts
5. Differentiate between
theme parks and water
parks.
6. Describe the customers
of electronic and video
games.
7. Explain the importance of
programming.
continued
Programming,
which
5. The
6.
7.
Theme
game
parks
target
utilize
is
the style
of music
market
themes,
is young:
and
play
of 18,
40%
characters,
are lists
under
stories,
radio
stations
and 40%
other
are or the
schedule
shows
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intellectual
- 35. of property
broadcast
on
of the owners;
television,
is are
water parks
important
because it
low-cost fun
is
through
centers
forknowing
the
the target market
whole family.
that advertisers
purchase air time.
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Checking Concepts
Critical Thinking
8. Explain why you think
large media companies
have so much control
over entertainment.
8.
A handful of major companies
produce the bulk of the movies
that are released; additionally,
major theater chains control
about 65 percent of the movie
screens in the United States.
Other business giants control
other parts of the industry;
Time Warner is one example.
These companies can absorb
losses more easily than small
companies because they
always have some unit that is
earning very well.
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