Promotion in a Merged World Chapter 2

Technology shifts the industry G From mass to personal entertainment (online games) G Pre-packaged to self-generated content (blogs) G Episodic to persistent experiences (constant interaction - iPods) G Virtual to imbedded (fused experiences - cell phone movies) G From mass to personal entertainment (online games) G Pre-packaged to self-generated content (blogs) G Episodic to persistent experiences (constant interaction - iPods) G Virtual to imbedded (fused experiences - cell phone movies)

New form of content delivery G iPad

Internet influence G Search engines G Global use G Video games on line G Media downloads G Instant information G Shopping function G Search engines G Global use G Video games on line G Media downloads G Instant information G Shopping function

Online Gaming

Global entertainment standardized content ^ Global TV ^ film, cruise ships Local message theme parks ^ theater message ^ customized content standardized content ^ Global TV ^ film, cruise ships Local message theme parks ^ theater message ^ customized content

Transnational Media (TNMC) BertlesmannGermanyBooks, film NBC Universal USATV, film, parks News CorpAustraliaTV,film broadcast SonyJapangames, film Time-WarnerUSAcable, music, film ViacomUSATV, film, DVD DisneyUSAtheme parks, film merchandise BertlesmannGermanyBooks, film NBC Universal USATV, film, parks News CorpAustraliaTV,film broadcast SonyJapangames, film Time-WarnerUSAcable, music, film ViacomUSATV, film, DVD DisneyUSAtheme parks, film merchandise

Convergence Madison & Vine dynamic themes 1. Reject status quo - change a must 2. Collaborate - TV, marketing, ad, PR 3. Accountability - bottom line ROI 4. Flexibility - adapt branded entertainment 5. Audience collaboration in content 6. Respect the audience - from intrusion to invitation Madison & Vine dynamic themes 1. Reject status quo - change a must 2. Collaborate - TV, marketing, ad, PR 3. Accountability - bottom line ROI 4. Flexibility - adapt branded entertainment 5. Audience collaboration in content 6. Respect the audience - from intrusion to invitation

Ongoing convergence G Celebrity fashion shows G Reality television w/product placement G Branded films G Branded CDs, music as advertising What other examples can you recall? G Celebrity fashion shows G Reality television w/product placement G Branded films G Branded CDs, music as advertising What other examples can you recall?

Reality shows use product placement to pay for production G Survivor

Experiential marketing G Drives purchases across age, gender and ethnicity G Increases purchase consideration G Influential on brand image G Participation yields favorable brand receptivity Have you climbed a rock at REI? Used a Cuisinart blender in a store demo? G Drives purchases across age, gender and ethnicity G Increases purchase consideration G Influential on brand image G Participation yields favorable brand receptivity Have you climbed a rock at REI? Used a Cuisinart blender in a store demo?

Stealth Marketing 1. Uses a battle strategy of covert activity G Visible product in social settings G Internet chat rooms 2. Ad agency self-promotion to create buzz 3. Posing as a researcher to promote 4. Industry consolidation and cross-pollination - tie-ins 1. Uses a battle strategy of covert activity G Visible product in social settings G Internet chat rooms 2. Ad agency self-promotion to create buzz 3. Posing as a researcher to promote 4. Industry consolidation and cross-pollination - tie-ins

Macy’s Day Parade Tie-ins G Mega- G merchandise G Mega- G merchandise

Discussion Questions 1. What other entertainment - advertising merger examples can you site? 2. How does experiential marketing differ from marketing entertainment experiences? 3. How has digitalization changed the focus of entertainment for providers of children’s television and gaming? 4. What ethical issues are inherent in the “Grand Theft Auto” game? 1. What other entertainment - advertising merger examples can you site? 2. How does experiential marketing differ from marketing entertainment experiences? 3. How has digitalization changed the focus of entertainment for providers of children’s television and gaming? 4. What ethical issues are inherent in the “Grand Theft Auto” game?