Intro to Marketing Mr. Bernstein Entertainment Marketing September 26, 2013

Intro to Marketing Mr. Bernstein Entertainment Marketing What is entertainment? Kaser & Oelkers: Anything people are willing to spend their spare time and money on viewing, rather than participating in Dictionary.com: The action of providing or being provided with amusement or enjoyment 2

Intro to Marketing Mr. Bernstein Entertainment Marketing The distinction between Sports and Entertainment: SportsEntertainment ContestNot necessarily Unknown OutcomeNot necessarily Some athletic skill requiredNot necessarily 3

Intro to Marketing Mr. Bernstein Sports or Entertainment? Football Pro Wrestling Survivor Dancing With the Stars Texas Hold ‘em 4

Intro to Marketing Mr. Bernstein Importance of Gathering Information about viewers Entertainment product must be distinctive Product is designed to meet needs of audience Each of the 4 P’s must be considered Target markets must be researched and identified 5

Intro to Marketing Mr. Bernstein Modern Entertainment Marketing Advances in technology change marketing 1900: Performing Arts promoted by print ads 1927: Movies with sound introduce new forms of communicating 1938: Animated movies 1955: Disneyland opens; audience participates in marketing Today: New internet media (ie Facebook, Twitter)

Intro to Marketing Mr. Bernstein Television: The big breakthrough in technology Reaches young demographic (ie year olds) who are more willing to change their buying habits Despite growth of alternate methods of viewing entertainment content, still by far the most popular media for reaching mass market An hour of TV now contains 18 minutes of commercials NFL television revenues are nearly $6b per year …so the television networks must sell >$6b/year in advertising to turn a profit… 7

Intro to Marketing Mr. Bernstein Television: The big breakthrough in technology Source: roughly growing with the economy http:// 8

Intro to Marketing Mr. Bernstein Cutting the Cable: The 4 P’s Entertainment content is available through other, often cheaper methods Producers of entertainment product will continue to compete to sell their product to the highest bidders Providers of delivery will continue to compete to provide the lowest cost and most convenient access All involved will continue to promote their offerings 9