EMIntro2F10

EMIntro2F10 - TheInsandOuts ofEntertainment Marketing...

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The Ins and Outs  of Entertainment  Marketing People, power, branding  and placement
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Review » How is EM different? » What are the 4 C’s?
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The Message » No production lines or linear progress » Consistent message from each  intellectual property (IP) tied to product » Public’s taste » Marketing of entertainment must be  entertaining
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EM » Production vs. Marketing teams » “Windowing” dates » “Drop dead” dates » Synergistic Products » Relationships » Deal making
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Agents » Represent artist, writer, athlete, etc… » Associations - check before you sign » What they do: Find work Contractual negotiations Payment » Take a % of income
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Branding » What is a Brand? » Product and Talent branding - long-term  strategies » Synergy - halo effect, one thing leads to  another » Sponsorships
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Product Placement » A promotional tactic in which a characters or artist in  a play, movie, television show, music video, music  lyrics, video game or book use or mention a real  commercial product.  Products are placed in highly visible situations Usually the product and logo are shown or favorable  qualities of the product are mentioned.  Only occasionally are negative features mentioned or  comparisons to similar products done.  » Most commonly used products are cars & cell phones
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Product Placement » Goals of product placement: To raise brand awareness, rather than generate sales To build buzz for a new product To help reposition an already existing brand » Websites, such as  Brand Channel
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This note was uploaded on 11/17/2011 for the course MKTG 3800 taught by Professor Staff during the Fall '08 term at Kennesaw.

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EMIntro2F10 - TheInsandOuts ofEntertainment Marketing...

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