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And Leisure Begot Entertainment Chapter 1. Entertainment Marketing Concepts. Leisure time — activity outside of work Performance — engaging activity Game playing — amusement with an element of chance. Leisure as Big Business. Changing demographics 11th largest industry profits in 2006

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entertainment marketing concepts
Entertainment Marketing Concepts
  • Leisure time—activity outside of work
  • Performance—engaging activity
  • Game playing—amusement with an element of chance
leisure as big business
Leisure as Big Business
  • Changing demographics
  • 11th largest industry profits in 2006
  • Annual revenues of over $100 billion
  • Triad—amusement, entertainment, recreation leisure activities
  • Entertainment content—live performances, interactive experiences, media
entertainment experiences
Entertainment Experiences
  • Passive—absorbing only
  • Educational—active engagement in problem solving
  • Escapist—immersion providing a respite from real life and work (parks, games)
  • Esthetic—immersion in cultural experiences (art, nature)
theoretical principles
Theoretical Principles
  • Perishability
  • Intangibility
  • Temporality
  • Sociability
play theory
Play Theory
  • Voluntary activity
  • Apart from reality
  • Limited by time and place
  • Rules based
  • Social community
  • Symbolic secrecy
  • Has rituals, ceremony, and venues
  • Four types of play as pleasure
gaming
Gaming
  • Competition-based skill
  • Chance-based gambling
  • 5.3 million online game players in United States
  • Most potential for growth in Asia
experience forms
Experience Forms
  • Live performance such as dance, opera, musical concerts, theater, circus, sports
  • Geographical destinations and places
  • Attractions and themed venues or places where entertainment is contained
  • Media, including television and movies
  • Celebrities and stars who perform
industry nuances
Industry Nuances
  • Global ad agencies
  • Volatility and cannibalism
  • Entertainment moguls
  • Audience-based economics
  • Ethics
global ad agencies
McCann Erickson

DDB Worldwide

Western Media

Grey Advertising

TWBA

Young & Rubicam

Saatchi & Saatchi

Columbia Pictures

Universal

Disney

Warner Bros.

ABC TV

Showtime, Sony

News Corp.

Global Ad Agencies
entertainment moguls
Entertainment Moguls
  • Barry Diller—Internet and retail empire
  • Rupert Murdock—News Corp, MySpace
  • Robert Iger—Disney
  • Judy McGrath—MTV
  • Leslie Moonvess—CBS
industry economics
Industry Economics
  • Few popular products offset losses
  • Large per-unit marketing expenditures
  • Ancillary markets have large returns
  • High capital costs
  • Fixed production costs
  • Unique and original products
  • Technological advances for masses
  • New delivery methods evolving
ethical issues
Ethical Issues
  • News quid pro quo
  • Reviewer payoffs
  • Radio DJ payola
  • Talent, modeling agencies into fraud
  • TV code of self-regulation
  • Codes of ethics—conflict of interest, confidentiality
questions
Questions
  • How have the changes in the way we experience leisure time been reflected in the significant growth of the industry?
  • What role do ethics and codes of ethics play in entertainment marketing?
  • What recent mergers have impacted the industry? How?