© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 1 CHAPTER 9 CHAPTER 9 Marketing Entertainment Customized Entertainment Entertainment Technology and Marketing World Entertainment Marketing

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 2 LESSON 9.1 LESSON 9.1 Customized Entertainment GOALS Explain customizing entertainment products for a market segment. Describe customized entertainment marketing for Baby Boomers.

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 3 Customizing Products Market segment—a group of people who have the ability and the desire to purchase a specific product Customizing—changing a product to fit the needs or wants of a particular market

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 4 Local TV American Style Number of viewers Cost

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 5 Children’s Programming Locally produced programs Advertising

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 6 Sports Programming Regional broadcast Cable, satellite, and pay-per-view Cost of programming Tiering—certain sports programs outside the basic cable package would incur extra costs for the viewers who choose them

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 7 Public TV and Radio Viewer- and listener-supported Non-profit organizations Created locally and tailored to the viewers or listeners

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 8 Marketing to Baby Boomers Baby Boomers Generation born between 1946 and million people Boomers won’t retire Work beyond normal retirement age Remain active Discretionary income Segmenting the group

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 9 Entertaining the Boomers Attendance at movies Movie reviews Movie stars of similar age

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 10 Understanding All Parts of the Group Diverse in opinion Marketing message must be fine-tuned Major target of entertainment marketing through 2020

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 11 LESSON 9.2 LESSON 9.2 Entertainment Technology and Marketing GOALS Explain the economic utility of entertainment. Discuss the impact of technology on entertainment.

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 12 Entertainment Economics Economic utility—the amount of satisfaction a person receives from the consumption of a particular product or service

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 13 Types of Utility Form utility—when the physical characteristics of a product or service are improved Time utility—the result of making the movie available when the viewer wants it Place utility—ensures that the movie is available where the viewer wants it Possession utility—results from making the movie available at an affordable price

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 14 Utilities on Broadway Broadway productions taken on the road and produced in many major cities Economic utility is improved when people are able to choose from multiple forms of the same entertainment

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 15 Techno-Vision Through a child’s eyes Early adoption of new technologies Innovative Speed is the key Speed depends on bandwidth Bandwidth—the technical term for the capacity of communication channels Personalized television in the future

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 16 More about the Internet Access to information on practically every subject You must have an Internet Service Provider (ISP) Entertainment distribution

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 17 Technology The Internet TV and the Internet

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 18 Cookies, Anyone? Clickstream data—collected at each mouse-click within a web site Cookie—a small data file placed on the hard drive of the web site visitor

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 19 Consumer Privacy Concerns about how personal information is used Information gathered from children Credit card information Entertainment industry Collecting data to protect copyrights

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 20 Movies or Toy Commercials? Blurring the line between movies and commercials Merchandising plans in place in advance of upcoming films

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 21 LESSON 9.3 LESSON 9.3 World Entertainment Marketing GOALS Discuss the economics of global marketing entertainment. Describe global distribution of entertainment.

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 22 Global Marketing Research Culture Economic development Economic conditions Technology and distribution

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 23 Global Challenges Government policy Interest in developing national entertainment industry Interest in protecting culture Tariffs

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 24 Global Distribution Disney in Europe Elvis in Israel Country all over the world International music International showcase International sports

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 25 Disney in Europe Disney merchandise can be purchased throughout the world

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 26 Elvis in Israel Israelis gather at the Elvis Inn Appeal of an icon

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 27 Country All Over the World American country music is popular all over the world Kumamoto Country Gold Festival

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 28 International Music Eurovision Song Contest pop music competition

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 29 International Showcase Cannes International Film Festival Jury reviews films for the Cannes Awards

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 30 International Sports NFL Europe League Television coverage expanding both in Europe and the United States