1. Entertainment Marketing
Chapter 9

2. Customizing Products
Market Segment—group of people who have the ability and desire to purchase a specific product
Customizing—changing a product to fit the needs or wants of a particular market
Ex. Radio

3. TV Majority of broadcasting takes place in LA
Need large audiences to cover costs of production
Advertisers pay for ads based on # of viewers

4. Local TV Local TV-interest to small audience in given region
Fraction of cost of national shows
With popularity, could make money
Must know market segment’s interests to succeed
Local Programs losing appeal w/ major networks

5. Children’s Programming
Early years-local shows hosted by local newscasters in costume
Strong influence on kids--# of children’s products sold increased through viewing
Eventually hosts lost right to endorse
Advertisers pulled out – shows were cut

6. Sports Programming Broadcast on regional level for long time
Cable / satellite / pay-per-view changed it
Tiering- certain sports programs outside of basic cable package incur extra costs
Sports popularity—increased demand for viewing—increase in prices for ads/cable packages

7. Public TV and Radio Non-profit
Paid for through grants, donations, and corporate sponsors
PBS

8. Marketing to Baby Boomers
Best known segments of Americans
People born between
Born into entertainment era
Many are in peak spending level
Not typical “old people”

9. Segmenting Baby Boomers
Group has money to pay for products/entertainment
Working well past retirement age
More than 1/3 of all movie goers
Want to see movies of interest with stars of interest
76 Million people years old