Entertainment Marketing & Communication: Selling Branded Performance, People, and Places
Shay Sayre

ISBN-10: 0131986228
ISBN-13: 9780131986220

Publisher: Prentice Hall
Copyright: 2008
Format: Paper; 512 pp
Published: 07/17/2007

Suggested retail price: $96.00
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For undergraduate and graduate level Marketing and Communication courses or practitioners in the entertainment industry.

 

Entertainment Marketing &Communication is the first textbook to focus specifically on entertainment marketing, offering clear and up-to-date framework that allows you to adapt marketing principles and communication theory to the entertainment world.

&>For undergraduate and graduate level Marketing and Communication courses or practitioners in the entertainment industry.

 

Entertainment Marketing &Communication is the first textbook to focus specifically on entertainment marketing, offering clear and up-to-date framework for you to experience and adapt marketing principles and communication theory to the entertainment world.

 

Does your class primarily consist of Business Students or Communication students?  How do you adapt and integrate the principles of marketing and communication theory to the entertainment industry in your classroom?

 

With this text, students of marketing and communication can now share the secrets and the insights of today’s entertainment professionals.  The book’s marketing communications framework is grounded in four key perspectives:

 

    1. Theoretical or principles perspective: Theories underlie the study of communication, and marketing principles serve as models for developing new and interactive techniques.
    2.  Behavioral perspective: Principles of consumer behavior and audience motivation provide real understanding of why and how people use entertainment.
    3. Implementation perspective: Planning and strategy development are tools of marketing and communication that enable students to directly apply their knowledge.
    4. Evaluative perspective: The message becomes profound through real-life examples. Five case studies provide great opportunities to analyze and critique what is really happening today in entertainment marketing.

 

 

What perspective do you typically take when teaching, that of a marketing professional or a communication professional? How do you make this course conducive to learning from both the communication and marketing perspectives? Do you feel that there is a significant difference between them?

 

Entertainment Marketing & Communication also integrates the perspectives of and important insights from two related fields:

 

  1. Communications – This area of study recognizes the critical need to develop persuasive and effective communication among audiences, consumers, and employees.
  2. Interactive technology – This field plays a vital role for both marketing and communicating about entertainment.

 

What are some key topics that you feel are necessary to cover during the course of the semester?

 

The text is divided into five parts, each focusing on key areas of entertainment marketing.   

 

Part 1: The Entertainment Industry provides a contextual introduction by characterizing today’s experience culture. 

 

Part 2: Entertainment Audiences and Audience Research guides you through the theory and practice of specific methods and looks at approaches to audience segmentation and research. 

 

Part 3: Applying Marketing and Communications Principles to the Entertainment Industry focuses on branding, integrated communications, promotion, and campaign planning.

 

Part 4: Industry Applications covers marketing applications for five areas: live performance and events, destinations and tourist services, attractions and themed spaces, mediated entertainment, and stars and celebrities.

 

Part 5: Case Studies from the Real World of Experiential Entertainment presents five detailed cases related directly to the applications presented in Part 4. They include marketing for a performance venue, a luxury resort brand, a theme park, a film brand, and a celebrity.

 

OTHER POINTS OF DISTINCTION

 

Are there any other features that you like to cover in your class, apart from the “textbook” explanation of entertainment marketing and communication theory?  Do you find it helpful to divert attention away from the text and apply what they are learning with exercises and projects?

 

Unique features in each chapter build a learning framework for practitioners and students of marketing and communication:

 

·        Focus on… features highlight and expand upon specific chapter content.

 

·        Focus on ethics allows readers to see both sides of an ethical issue generated by the realm of entertainment marketing.

 

·        Focus on careers presents profiles of men and women who hold entry and mid-level positions in the entertainment industry.

 

·        A closer look provides in-depth exploration of a real-world situation brought to light in the chapter.

·        Now try this at the end of each chapter promotes better understanding of content by engaging readers in interactive and experiential activities.

 

·        Questions for discussion and review provide a platform for verbal debate and student engagement.



This text is available for personalization in the PHCBR custom database program.  Select only the chapters you require or supplement with recommended case studies all under one cover.  CLICK HERE to go directly to the PHCBR book-build site or visit our product page for additional information at pearsoncustom.com/business.

Introduction:

 

Part One        

The Entertainment Industry

 

1.      And Leisure Begot Entertainment

 

2. Our Merged, Merged World

 

3. Characterizing our Experience Culture

 

4. Venue Economics and ServiceScapes

 

 

Part Two        

Entertainment Audiences and Audience Research

 

5. Audiences, Culture and Subculture

 

6. Segmenting entertainment audiences

 

7. Researching and measuring entertainment audiences

 

Part Three     

Applying Marketing and Communication Principles

 

            8. Entertainment Marketing Mix, Branding and Communication

 

9. Integrated and Convergent Promotional Communications

 

10. Campaign Planning.

 

Part Four

Industry Applications

 

11. Marketing live performances and events

 

12. Marketing destinations and tourist services

 

     13. Marketing attractions and themed spaces

 

            14. Marketing mediated entertainment

 

    15. Marketing stars and celebrities

 

Part Five

Case Studies from the Real World of Experiential Entertainment

 

            1. Marketing live performance: Orange County Performing Arts Center Funding Campaign     for use with Chapter 11.

 

            2. Marketing a luxury destination: Evolving the Ritz-Carlton Brand

 

            3. Marketing an amusement park: Disney’s California Theme Parks

 

            4. Marketing a movie brand: Revitalizing The Pink Panther Brand

 

            5. Marketing a celebrity: The Oprah Brand

 

PostScript:

 

Glossary of terms

 

Index

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