Entertainment Marketing & Communication: Selling Branded Performance, People, and Places / Edition 1

Entertainment Marketing & Communication: Selling Branded Performance, People, and Places / Edition 1

by Shay Sayre
     
 

ISBN-10: 0131986228

ISBN-13: 9780131986220

Pub. Date: 07/31/2007

Publisher: Prentice Hall

Key Benefit- Entertainment Marketing &Communication is the first textbook to focus specifically on entertainment marketing, offering clear and up-to-date framework that allows you to adapt marketing principles and communication theory to the entertainment world. Key Topics- Theoretical or principles perspective: Theories underlie the study of

Overview

Key Benefit- Entertainment Marketing &Communication is the first textbook to focus specifically on entertainment marketing, offering clear and up-to-date framework that allows you to adapt marketing principles and communication theory to the entertainment world. Key Topics- Theoretical or principles perspective: Theories underlie the study of communication, and marketing principles serve as models for developing new and interactive techniques.  Behavioral perspective: Principles of consumer behavior and audience motivation provide real understanding of why and how people use entertainment. Implementation perspective: Planning and strategy development are tools of marketing and communication that enable students to directly apply their knowledge. Evaluative perspective: The message becomes profound through real-life examples. Five case studies provide great opportunities to analyze and critique what is really happening today in entertainment marketing. Market- For undergraduate and graduate level Marketing and Communication courses or practitioners in the entertainment industry. 

 

Product Details

ISBN-13:
9780131986220
Publisher:
Prentice Hall
Publication date:
07/31/2007
Edition description:
New Edition
Pages:
512
Product dimensions:
7.50(w) x 9.10(h) x 1.03(d)

Table of Contents

Introduction:

Part One   

The Entertainment Industry

1.    And Leisure Begot Entertainment

2. Our Merged, Merged World

3. Characterizing our Experience Culture

4. Venue Economics and ServiceScapes

 

Part Two   

Entertainment Audiences and Audience Research

5. Audiences, Culture and Subculture

6. Segmenting entertainment audiences

7. Researching and measuring entertainment audiences

Part Three   

Applying Marketing and Communication Principles

   8. Entertainment Marketing Mix, Branding and Communication

9. Integrated and Convergent Promotional Communications

10. Campaign Planning.

 

Part Four

Industry Applications

11. Marketing live performances and events

12. Marketing destinations and tourist services

  13. Marketing attractions and themed spaces

   14. Marketing mediated entertainment

15. Marketing stars and celebrities

Part Five

Case Studies from the Real World of Experiential Entertainment

   1. Marketing live performance: Orange County Performing Arts Center Funding Campaign for use with Chapter 11.

 

   2. Marketing a luxury destination: Evolving the Ritz-Carlton Brand

 

   3. Marketing an amusement park: Disney’s California Theme Parks

 

   4. Marketing a movie brand: Revitalizing The Pink Panther Brand

 

   5. Marketing a celebrity: The Oprah Brand

PostScript:

Glossary of terms

 

Index

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