The Definitive Guide to Entertainment Marketing, 2nd Edition

Entertainment Marketing NOW:

Every Platform, Technology, and Opportunity

Covers film, cable, broadcast, music, sports, publishing, social media, gaming, and more

Reflects powerful trends ranging from smartphones to globalization

Demonstrates breakthrough strategies integrating advertising, promotion, PR, and online content distribution

By industry insiders with decades of experience as leaders and consultants

Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever–and it’s changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrow…any content, on any platform, in any market, worldwide.

You’ll master innovative new ways to grab consumers’ attention and wallets fast…make your experiences wannasee, haftasee, mustsee…drive more value through social platforms, mobile technologies, and integrated marketing strategies…overcome challenges ranging from bad buzz to piracy…fully leverage licensing, merchandising, and sponsorships…and successfully market all forms of entertainment.

Table of Contents

Chapter 1 Begin with the Basics: The What and Where of Entertainment Marketing
Chapter 2 Getting the Product to Market: Who and How
Chapter 3 Marketing Movies: Building Wannasee, Haftasee, and Mustsee
Chapter 4 The Business of Broadcasting: Network TV, Syndication, and Radio
Chapter 5 The Rising Tide of Technology: Television Content Delivery in a Digital Age
Chapter 6 Digital Disruption
Chapter 7 Publishing: The Printed Word Goes Digital
Chapter 8 A Handful of Content: Games, Mobile Applications, and Mobile Marketing
Chapter 9 The Universal Language: Music
Chapter 10 Major Leagues, Major Money: Sports
Chapter 11 On the Road: Travel and Tourism
Chapter 12 What’s Next: A Global Snapshot