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Entertainment Marketing
Chapter 9
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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
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TV Majority of broadcasting takes place in LA
Need large audiences to cover costs of production Advertisers pay for ads based on # of viewers
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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
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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
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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
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Public TV and Radio Non-profit
Paid for through grants, donations, and corporate sponsors PBS
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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”
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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
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