Types of Entertainment Products. Media Product Marketing. 2. Chapter Objectives. Identify types of entertainment products. Define evergreen products. Describe location-based entertainment (LBE). Explain the significance of impulse spending.
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Media Product Marketing
The entertainment industry produces a wide variety of goods and services including:
Theatres provide media-based services.
concessionssnack-bars that sell popcorn, soda, and candy
Theatres also provide concessions.
The home entertainment industry sells media-based goods.
Film producers have two choices for DVD and video distribution—to rent or to sell through the customer.
evergreensfilms or products that are popular year after year
Evergreens are important to the film industry.
In addition to in-store sales, the marketing of online music and rack jobbers contribute to the sales of music
Online music- I heart radio, pandora, I Tunes, etc.
rack jobbersindependent vendors who distribute, price, and control their own inventory within a store
Location-based entertainment (LBE) has evolved into major entertainment forms.
location-based entertainment (LBE)entertainment that includes amusement, theme, animal, and water parks
The park environment is set up for impulse spending.
impulse spendingbuying without prior planning
Tie-ins play an important role in LBE venues.
What are three forms of location-based entertainment? (LBE)
What is a rack jobber?
The major media marketing channels are:
Marketers are involved in the development of most entertainment products, or goods and services.
The film market is divided into the primary market and the secondary market.
primary marketin film distribution, the target audience which is the theaters that show films in first release
After a studio or independent production company creates the products, it is shopped to exhibitors.
secondary marketin film distribution, target audience after a film has been in first run at theaters
exhibitorstheaters that sell tickets and show films to an audience
The exhibitor breaks down gross revenue sources in two areas:
gross revenuetotal income from sales before costs, expenses, and taxes are deducted
trailerspreviews of upcoming movies shown before the main feature
The film studio and the exhibitor use trailers to create interest in new releases.
Syndication is a great source of revenue for studios and networks.
syndicationselling television programs to individual stations, not networks
Television target audiences are specialized by programming.
programmingthe schedule, or times, for broadcasting shows on television; or on radio, also the music style and playlist
Promotion strategies include:
jinglea catchy tune or song that promotes a product and accompanies television, radio, or Internet advertisements
ad campaigna promotional plan that combines selling, advertising, public relations, and the use of different media to reach the target market
In prior years, payolawas the key to having DJs play a record.
payolaan illegal payment by record labels to radio stations to persuade them to play the label’s records
Today record labels might hire independent agents to promote records to stations and provide gifts to station personnel to encourage them to play the music on the radio.
The media are not only sources of pure entertainment products, they are also effective entertainment marketing tools.
It’s not just collectors who are doing the selling—television and movie studios have latched onto this idea, offering for sale autographs, costumes, scripts, small props, and crew uniforms. These pop-culture artifacts generate money for the studios, publicity for the shows or movies, and satisfaction for the fans.
For more information on sports and entertainment marketing,
go to marketingseries.glencoe.com.A Piece of the Action
Entertainment memorabilia is often sold at large auction houses. Internet auction sites such as eBay now make it possible for anyone to obtain a tiny piece of entertainment history.
Operating an e-tail business on an electronic channel—the Web—can be costly, due to design, delivery, returns, and operating expenses.
Though Many larger dot-com companies crashed in the 1990’s, small stores like Harris Cyclery of West Newton, Massachusetts, actually increase sales using a basic Web site. Today, a third of Harris’s bicycle business rides in on the Web to get hard-to-find parts and personal service.
Describe an e-business’s home page to your class after viewing one through marketingseries.glencoe.com.
What is gross revenue?
The primary market in film distribution is the target audience or the theatres that run films in first release; the secondary market is the target audience after a film has been first run at theatres: foreign theatres, home rentals and sales, cable TV, airlines.
Evergreen products are films or products that are popular year after year.
Impulse spending is buying without prior planning.
DVDs, CDs, video games, and many others.Checking Concepts
Name three entertainment products.
Explain primary and secondary markets.
Define evergreen products.
Describe impulse spending.
Theme parks utilize themes, characters, stories, and other intellectual property of the owners; water parks are low-cost fun centers for the whole family.
The game target market is young: 40% are under 18, and 40% are 18 - 35.
Programming, which is the style of music and play lists of radio stations or the schedule of shows broadcast on television, is important because it is through knowing the target market that advertisers purchase air time.Checking Concepts
Differentiate between theme parks and water parks.
Describe the customers of electronic and video games.
Explain the importance of programming.
A handful of major companies produce the bulk of the movies that are released; additionally, major theater chains control about 65 percent of the movie screens in the United States. Other business giants control other parts of the industry; Time Warner is one example. These companies can absorb losses more easily than small companies because they always have some unit that is earning very well.Checking Concepts
Explain why you think large media companies have so much control over entertainment.