Transcript Chapter 9 Marketing Entertainment

SPORTS AND ENTERTAINMENT MARKETING
CHAPTER
9
Marketing Entertainment
9.1 Customized Entertainment
9.2 Entertainment Technology and
Marketing
9.3 World Entertainment Marketing
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LESSON 9.1
Customized Entertainment
GOALS
Explain customizing entertainment
products for a market segment.
Describe customized entertainment
marketing for Baby Boomers.
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Customizing Products
Market segment—a group of people
who have the ability and the desire to
purchase a specific product
Customizing—changing a product to fit
the needs or wants of a particular
market
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Local TV American Style
Number of viewers
Cost
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Children’s Programming
Locally produced programs
Advertising
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Sports Programming
Regional broadcast
Cable, satellite, and pay-per-view
Cost of programming
Tiering—certain sports programs
outside the basic cable package would
incur extra costs for the viewers who
choose them
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Public TV and Radio
Viewer- and listener-supported
Non-profit organizations
Created locally and tailored to the
viewers or listeners
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Marketing to Baby Boomers
Baby Boomers
Generation born between 1946 and 1964
76 million people
Boomers won’t retire
Work beyond normal retirement age
Remain active
Discretionary income
Segmenting the group
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Entertaining the Boomers
Attendance at movies
Movie reviews
Movie stars of similar age
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Understanding
All Parts of the Group
Diverse in opinion
Marketing message must be fine-tuned
Major target of entertainment marketing
through 2020
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LESSON 9.2
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Entertainment
Technology and Marketing
GOALS
Explain the economic utility of
entertainment.
Discuss the impact of technology on
entertainment.
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Entertainment Economics
Economic utility—the amount of
satisfaction a person receives from the
consumption of a particular product or
service
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Types of Utility
 Form utility—when the physical
characteristics of a product or service are
improved
 Time utility—the result of making the movie
available when the viewer wants it
 Place utility—ensures that the movie is
available where the viewer wants it
 Possession utility—results from making the
movie available at an affordable price
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Utilities on Broadway
Broadway productions taken on the
road and produced in many major cities
Economic utility is improved when
people are able to choose from multiple
forms of the same entertainment
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Techno-Vision
Through a child’s eyes
Early adoption of new technologies
Innovative
Speed is the key
Speed depends on bandwidth
Bandwidth—the technical term for the
capacity of communication channels
Personalized television in the future
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More about the Internet
Access to information on practically
every subject
You must have an Internet Service
Provider (ISP)
Entertainment distribution
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Technology
The Internet
TV and the Internet
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Cookies, Anyone?
Clickstream data—collected at each
mouse-click within a web site
Cookie—a small data file placed on the
hard drive of the web site visitor
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Consumer Privacy
Concerns about how personal
information is used
Information gathered from children
Credit card information
Entertainment industry
Collecting data to protect copyrights
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Movies or
Toy Commercials?
Blurring the line between movies and
commercials
Merchandising plans in place in
advance of upcoming films
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LESSON 9.3
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World Entertainment
Marketing
GOALS
Discuss the economics of global
marketing entertainment.
Describe global distribution of
entertainment.
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Global Marketing
Research
Culture
Economic development
Economic conditions
Technology and distribution
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Global Challenges
Government policy
Interest in developing national
entertainment industry
Interest in protecting culture
Tariffs
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Global Distribution
Disney in Europe
Elvis in Israel
Country all over the world
International music
International showcase
International sports
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Disney in Europe
Disney merchandise can be purchased
throughout the world
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Elvis in Israel
Israelis gather at the Elvis Inn
Appeal of an icon
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Country All Over the World
American country music is popular all
over the world
Kumamoto Country Gold Festival
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International Music
Eurovision Song Contest pop music
competition
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International Showcase
Cannes International Film Festival
Jury reviews films for the Cannes
Awards
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International Sports
NFL Europe League
Television coverage expanding both in
Europe and the United States
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