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Entertainment Marketing. Types of Entertainment Businesses. 1. Chapter Objectives. Define entertainment marketing. Identify different types of entertainment media. Explain the economics of entertainment marketing. Discuss the global impact of entertainment marketing.

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Presentation Transcript
slide1

Entertainment Marketing

Types of Entertainment Businesses

1

chapter objectives
Chapter Objectives
  • Define entertainment marketing.
  • Identify different types of entertainment media.
  • Explain the economics of entertainment marketing.
  • Discuss the global impact of entertainment marketing.
  • Explain types of businesses in the entertainment industry.
  • Identify forms of entertainment marketed to consumers.

2

that s entertainment
That’s Entertainment

Throughout history and around the world, people have enjoyed _______, ______, ________, _____, and other forms of diversion.

3

that s entertainment1
That’s Entertainment

Television is one means used for entertainment marketing.

entertainment marketing

Other forms of entertainment include:

  • Radio
  • Recorded music
  • Newspapers and magazines
  • Video games (home or arcade)
  • Films (theatrical or home)

4

that s entertainment2
That’s Entertainment

The companies that control the media influence how the public is entertained.

media

5

the influence of entertainment
The Influence of Entertainment

The clothing we wear, hairstyles, and style in general are influenced by entertainment marketing.

fad

Many products or services influenced by entertainment are fads.

6

entertainment and the marketing concept
Entertainment and the Marketing Concept

Movie and TV studios are constantly striving to anticipate customer wants and needs and provide what the public wants.

Entertainment usually has a short “_____ ____.”

The marketer must cover costs and make a profit _____________.

7

the economics of entertainment
The Economics of Entertainment

Entertainment marketing relies on meeting consumer demand for _________ and _________ at a price the customer is willing to pay.

Shoppers can afford to buy only a limited amount of product before __________ their budgets.

The ___________ and sports businesses thrive on getting people to spend their discretionary ______.

8

the economics of entertainment1
The Economics of Entertainment

Merchandising is a big part of the entertainment industry.

cross-selling

Businesses use cross-selling to increase profits

9

international entertainment
International Entertainment

Around the world, people spend money as Americans do when it comes to leisure time.

leisure time

Entertainment products are one of America’s strongest exports.

10

business structures
Business Structures

Most businesses that produce ___________ for consumers are large corporations with many _____________ and employees.

Most of these businesses started out as single ____________ or ______________.

11

business structures1
Business Structures

The major entertainment companies are:

  • The Walt Disney Company
  • Sony Entertainment
  • Viacom (Paramount)
  • Time Warner
  • Vivendi Universal
  • The News Corporation (20th Century Fox)

These companies are structured using vertical distribution.

12

movies
Movies

Films are released by distributors—usually the studio or a related company—and shown by theaters, or exhibitors, to the public.

break even

Four out of ten films produced may not break even.

13

movies1
Movies

A few large studios make up the core of the film business, which is considered an oligopoly.

oligopoly

Independent movie companies called indies operate on their own to make films.

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movies2

___PercentTheatrical Receipts

___ PercentVideo/DVDSales andRentals

___ PercentTelevision Sales

Movies

In 2000, the breakdown of revenues for film was:

15

theme parks
Theme Parks
  • The first theme parks were called “______ ______” and appeared in Europe around 1550.
  • Walt Disney planned Disneyland to have exhibits and _________ for all ages.
  • Disney signed sponsors to help pay for ___________.
  • The idea for water parks developed in the late ______.

16

television
Television

Television is the number one entertainment medium for many Americans.

affiliate

The producers of shows are not necessarily distributors.

An independent TV station may decide to become an affiliate.

17

television1
Television

Ratings are a type of market research that determines if a program stays on the television schedule or is dropped.

ratings

The most famous ratings company is Nielsen Media Research.

18

television2
Television

Advertising time can be split between national ads and local ads.

niche marketing

Prime time is the most expensive advertising time.

Niche marketing has expanded in television marketing with the number of cable stations.

19

radio
Radio
  • _________ stations function as television stations do—as either ___________ stations or part of national networks.
  • _________ stations rely on market research to determine the popularity of _________.
  • Each category of programming has a specific _________ _________.
  • For radio, prime time is the morning-drive-to-work period of time.

20

music industry
Music Industry
  • The _______ __________is dependent on record companies to sign artists and produce and release CDs.
  • Record companies make large profits from successful artists who rely on up-front _________ and royalties.
  • The music industry has lost money as a result of illegal file sharing and __________ _______for free on the Internet.
  • Live __________ generate income for the music industry.

21

performing arts
Performing Arts
  • ___________ art is a very _________ business today.
  • Many productions are financed and produced by the same large __________ companies that produce film and television.
  • Many popular __________ shows tour around the country.

22

the internet and computers
The Internet and Computers

Shopping on the Internet has not replaced the brick-and-mortar store.

brick-and-mortar store

The growth of the video and computer game industry has been steady and expansive.

23

other entertainment businesses
Other Entertainment Businesses

Other entertainment businesses include:

nonprofit organization

  • The circus
  • Themed restaurants
  • Opera and ballet
    • nonprofit organizations

24

slide25

Seek Out Target Markets

Types of Entertainment Businesses

Theme

Parks

Television

Music

Industry

Performing

Arts

The Internet

______

_____

____

25

checking concepts

1.

2.

3.

It is the process of developing, promoting, and distributing products, or goods and services, to satisfy customers’ needs and wants through entertainment, or any diversion, amusement, or methods occupying time.

Types of media include film, television, radio, recorded music, print media such as newspapers and books, the Internet, and more.

Answers may vary:

Checking Concepts

1.

Define entertainment marketing.

Identify types of media.

2.

Name two consumer products that are influenced by entertainment.

3.

continued

26

checking concepts1

7.

4.

6.

5.

Ratings are:

The cost of producing films is so high that sometimes expenses are greater than income.

It is a business situation in which a few firms affect but do not control an industry.

Types of entertainment industry businesses include film, TV, radio, music, theme park, Internet, computer-game, and performing arts businesses. Other answers are possible.

Checking Concepts

4.

Identify types of entertainment industry businesses.

Describe an oligopoly.

5.

6.

Explain why many films produced do not break even.

7.

Define ratings.

continued

27

checking concepts2

8.

Checking Concepts

Critical Thinking

Describe how cable TV uses niche marketing.

8.

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