Intro to Marketing

Mr. Bernstein

Entertainment Marketing

September 26, 2013

2

Intro to MarketingMr. Bernstein

Entertainment MarketingWhat is entertainment?

Kaser & Oelkers: Anything people are willing to spend their spare time and money on viewing, rather than participating in Dictionary.com: The action of providing or being provided with amusement or enjoyment

3

Intro to MarketingMr. Bernstein

Entertainment MarketingThe distinction between Sports and Entertainment:Sports EntertainmentContest Not necessarilyUnknown Outcome Not necessarilySome athletic skill required Not necessarily

4

Intro to MarketingMr. Bernstein

Sports or Entertainment?FootballPro WrestlingSurvivorDancing With the StarsTexas Hold ‘em

5

Intro to MarketingMr. Bernstein

Importance of Gathering Information about viewersEntertainment product must be distinctiveProduct is designed to meet needs of audienceEach of the 4 P’s must be consideredTarget markets must be researched and identified

Intro to MarketingMr. Bernstein

Modern Entertainment Marketing

Advances in technology change marketing

1900: Performing Arts

promoted by print ads

1927: Movies with sound

introduce new forms of

communicating

1938: Animated movies

1955: Disneyland

opens; audience participates in

marketing

Today: New internet media (ie Facebook,

Twitter)

7

Intro to MarketingMr. Bernstein

Television: The big breakthrough in technologyReaches young demographic (ie 18-49 year olds) who are more

willing to change their buying habitsDespite growth of alternate methods of viewing entertainment

content, still by far the most popular media for reaching mass market

An hour of TV now contains 18 minutes of commercialsNFL television revenues are nearly $6b per year…so the television networks must sell >$6b/year in advertising

to turn a profit…

8

Intro to MarketingMr. Bernstein

Television: The big breakthrough in technology

Source: http://www.statista.com/statistics/183852/total-us-television-advertising-revenue-since-2003/; roughly growing with the economy 2010-13

9

Intro to MarketingMr. Bernstein

Cutting the Cable: The 4 P’sEntertainment content is available through other,

often cheaper methods Producers of entertainment product will continue to

compete to sell their product to the highest biddersProviders of delivery will continue to compete to

provide the lowest cost and most convenient accessAll involved will continue to promote their offerings