2009 lecture 12

2009 lecture 12 - Interactive Marketing Paul Koenig...

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Unformatted text preview: Interactive Marketing Paul Koenig Paramount Pictures Attorney, Interactive Marketing paul_koenig@paramount.com November 11, 2009 Overview Interactive Marketing Microcosm of traditional marketing (i.e. broadcast, print) Smaller budgets (but growing) Very fast pace and pressure to push the envelope Interactive = ? Internet Mobile Blu-Ray Other emergent technologies (e.g. game consoles) Department Overview Creative Team Responsible for creative look/feel of campaign and creation of ad creative and websites, etc. Works in conjunction with broader marketing and filmmakers Media Team: Designs media plan e.g. where to place ads and what promotions to create to incentivize interaction Publicity Team: Generate free ads and editorial coverage, screenings, etc. Push viral campaigns and cultivate buzz Technical Team: Hosting of sites and encoding content Management of user databases and personal info The Internet as Wild West? Internet Marketing is far from lawless All traditional marketing laws apply PLUS a host of tech/medium specific laws Areas of Law Federal Law: FTC (e.g. deceptive ads, Word-of-Mouth, CAN-SPAM, COPPA) Copyright Act and Lanham Act (Trademark and Cybersquatting) State Law: Contract Law (generally) Promotions Law (Contests and Sweepstakes) International WIPO and ICANN (domain name disputes) EU Law (e.g. privacy directives) Voluntary, Contractual: MPAA, CARU Guilds (e.g. SAG, DGA, WGA) Federal Law Federal Trade Commission Act (15 U.S.C. 41-58, as amended) establishes the FTC and empowers it to: prevent unfair methods of competition, and unfair or deceptive acts or practices in or affecting commerce; seek monetary redress and other relief for conduct injurious to consumers; prescribe trade regulation rules defining with specificity acts or practices that are unfair or deceptive, and establishing requirements designed to prevent such acts or practices; conduct investigations relating to the organization, business, practices, and management of entities engaged in commerce; and make reports and legislative recommendations to Congress. FTC Reports on Marketing Violent Entertainment to Children Site demographic of at least 55% over 17 for R-rated film ads Probably future issue is PG-13 rating and associated marketing Deceptive Advertising: FTC and Class Action Suits Classmates.com - sued in class action See whos trying to contact you. Bonzai Software settled class action in 2003 Banner Ads mimicked Windows Error Messages Member Source Media settled FTC complaint in Jan....
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2009 lecture 12 - Interactive Marketing Paul Koenig...

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