Unit 4 Flashcards
Define entertainment marketing.
the process of developing, promoting, and distributing products, or goods and services, to satisfy customers’ needs and wants through entertainment, ᵒʳ ᵃⁿʸ ᵈⁱᵛᵉʳˢⁱᵒⁿ, ᵃᵐᵘˢᵉᵐᵉⁿᵗ, ᵒʳ ᵐᵉᵗʰᵒᵈ ᵒᶠ ᵒᶜᶜᵘᵖʸⁱⁿᵍ ᵗⁱᵐᵉ.
ᵗᵉˡᵉᵛⁱˢⁱᵒⁿ
ˢᵗʳᵉᵃᵐⁱⁿᵍ ˢᵉʳᵛⁱᶜᵉˢ ⁽ⁿᵉᵗᶠˡⁱˣ, ᵈⁱˢⁿᵉʸ +⁾
ʳᵃᵈⁱᵒ
ᵐᵘˢⁱᶜ
ⁿᵉʷˢᵖᵃᵖᵉʳˢ ᵃⁿᵈ ᵐᵃᵍᵃᶻⁱⁿᵉˢ
ᵛⁱᵈᵉᵒ ᵍᵃᵐᵉˢ ⁽ʰᵒᵐᵉ ᵒʳ ᵃʳᶜᵃᵈᵉ⁾
ᶠⁱˡᵐˢ ⁽ᵗʰᵉᵃᵗʳⁱᶜᵃˡ ᵒʳ ʰᵒᵐᵉ⁾
ⁱⁿᵗᵉʳⁿᵉᵗ ⁽ˢᵒᶜⁱᵃˡ ᵐᵉᵈⁱᵃ⁾
Define media and list some examples of media with companies.
the methods used for communicating or transmitting messages.
Film
Television
Radio
Publishing media
Internet etc.
⁽ᵈⁱˢⁿᵉʸ, ᵍᵒᵒᵍˡᵉ,ˢᵖᵒᵗⁱᶠʸ,ⁿᵉᵗᶠˡⁱˣ, ᵗᵒʳᵒⁿᵗᵒ ˢᵘⁿ..ˢᵒ ᵐᵃⁿʸ ʷᵃʸˢ ᵗᵒ ᶜᵒᵐᵐᵘⁿⁱᶜᵃᵗᵉ..ᵗʰᵉ ᵐᵉˢˢᵃᵍᵉ ᵐᵉᵈⁱᵃ ᵗᵉˡˡ ᵘ ʰᵃˢ ⁱⁿᶠˡᵘᵉⁿᶜᵉᵈ ʸᵒᵘ..ʷʰᵃᵗ ᵘ ʷᵉᵃʳ ᵉᶜᵗ.⁾
ᵗᵛ ᵈʸⁱⁿᵍ, ᵈⁱᵍⁱᵗᵃˡ ˢᵘʳᵖᵃˢˢᵉˢ 🙁 ᵈⁱᵍⁱᵗᵃˡ ᵐᵉᵈⁱᵃ ʷᵃʸ ᵖᵃˢᵗ ᵗʳᵃᵈⁱᵗⁱᵒⁿᵃˡ ⁿᵒʷ ﹗
Explain the difference between media and non-media advertising and give examples of each type.
Media Advertisement: Any form of advertising that uses media such as television, radio, the Internet, social media, newspapers, or magazines to promote ideas, goods, or services.
Many media advertising campaigns have produced some popular and memorable ads and commercials. (Nike just do it campaign)
Non-Media Advertisement: (form of media even tho called “non-media”)
Any form of advertising that uses methods other than the media(not mainstream..) to promote ideas, goods, or services.
Ex:
Airplanes and blimps
Direct-mail promotions
Flyers handed out at events
Billboards
Describe what a fad is. Explain how different types of entertainment influence fads.
Fad: a short-term popular trend, style, product, or service.
Define cross selling and give an example.
Cross-selling: the method of selling the customer additional related products tied to one name.
(wonderland takes a pic of u while ur on the ride or when u buy cotton candy owned by them/wonderland branded stuff) rogers all products tied to one name. In the drive thru they recommend u other things(selling u additional stuff)
Explain what brand identity is and give an example.
A consistent image or feeling that consumers recognize when encountering the brand. ᵃ ᶜᵒⁿˢᵘᵐᵉʳ ᵐᵃʸ ᵃᶜᶜᵉᵖᵗ ᵗʰᵉ ᵖʳᵒᵈᵘᶜᵗ ᵃⁿᵈ ᵖᵒˢˢⁱᵇˡʸ ᵇᵘʸ ⁱᵗ ʷⁱᵗʰ ⁿᵒ ᵖʳᵒᵈᵘᶜᵗ ᵏⁿᵒʷˡᵉᵈᵍᵉ ᵇᵉʸᵒⁿᵈ ᵇʳᵃⁿᵈ⁻ⁿᵃᵐᵉ ʳᵉᶜᵒᵍⁿⁱᵗⁱᵒⁿ. ⁽ ʷᵃˡᵗ ᵈⁱˢⁿᵉʸ, ʷᵃˡᵐᵃʳᵗ, ᵐᵉʳᶜᵉᵈᵉˢ⁾
Brand mark
A brand name, symbol or catchy phrase or slogan.
Describe the difference between a motionmark and a soundmark and give an example of each.
Soundmark: 🎧
A trademark identified by a sound associated with a brand or company.
Motionmark:🕺
A trademark identified by specific movement associated with a brand or company.
Ex: https://www.uspto.gov/trademark/soundmarks/trademark-sound-mark-examples
http://www.ic.gc.ca/eic/site/cipointernet-internetopic.nsf/eng/Home
ᵃ ᵗʳᵃᵈᵉᵐᵃʳᵏ ⁱˢ ᵃ ᵈᵉᵛⁱᶜᵉ ᵗʰᵃᵗ ˡᵉᵍᵃˡˡʸ ⁱᵈᵉⁿᵗⁱᶠⁱᵉˢ ᵒʷⁿᵉʳˢʰⁱᵖ ᵒᶠ ᵃ ʳᵉᵍⁱˢᵗᵉʳᵉᵈ ᵇʳᵃⁿᵈ ᵒʳ ᵗʳᵃᵈᵉ ⁿᵃᵐᵉ. ᵗʳᵃᵈᵉᵐᵃʳᵏˢ ᵃʳᵉ ⁿᵒᵗ ʲᵘˢᵗ ˡᵒᵍᵒˢ ᵃⁿᵈ ᵖⁱᶜᵗᵘʳᵉˢ. ᵗʷᵒ ᵒᵗʰᵉʳ ˡᵉᵍᵃˡ “ᵐᵃʳᵏˢ” ᵗʰᵃᵗ ⁱᵈᵉⁿᵗⁱᶠʸ ᵇʳᵃⁿᵈˢ ᵒʳ ᶜᵒᵐᵖᵃⁿⁱᵉˢ ⁱⁿᶜˡᵘᵈᵉ ˢᵒᵘⁿᵈᵐᵃʳᵏ ᵃⁿᵈ ᵐᵒᵗⁱᵒⁿᵐᵃʳᵏ.
Explain how brands are defined/known on the internet.
Branding on the Internet and in e-commerce is just as important as in conventional marketing.
Having a domain name is necessary for a company’s Web site.
http://www.cbc.ca/beta/news/technology/25th-internaut-day-1st-web-page-1.3732077
Define brand extension and give an example.
The development and introduction of new products that expand the brand and take advantage of the recognition and image of an established brand name
-ᶜᵉˡᵉᵇʳⁱᵗⁱᵉˢ ᵃʳᵉ ⁿᵒᵗ ʲᵘˢᵗ ᵖᵉʳᶠᵒʳᵐᵉʳˢ﹔ ᵗʰᵉʸ ᵃʳᵉ ᵃˡˢᵒ “ᵇʳᵃⁿᵈˢ.” -ᶜˡᵒᵗʰⁱⁿᵍ ˡⁱⁿᵉˢ ᵇʸ ᶜᵉˡᵉᵇʳⁱᵗⁱᵉˢ ᵃʳᵉ ᵉˣᵃᵐᵖˡᵉˢ ᵒᶠ ᵗʰᵉ ᵇʳᵃⁿᵈ ˢᵗʳᵃᵗᵉᵍʸ ᶜᵃˡˡᵉᵈ ᵇʳᵃⁿᵈ ᵉˣᵗᵉⁿˢⁱᵒⁿ. ᵏᵃⁿʸᵉ ᵃⁿᵈ ʸᵉᵉᶻʸ ⁽ᵃᵈⁱᵈᵃˢ⁾ ᵃⁿᵈ ᵗⁱᵈᵃˡ ᵃʳᵉ ᵃⁿᵒᵗʰᵉʳ ᵉˣᵃᵐᵖˡᵉ ᵒᶠ ᵇʳᵃⁿᵈ ᵉˣᵗᵉⁿˢⁱᵒⁿ﹗ʳⁱʰᵃⁿⁿᵃ ᵃⁿᵈ ᵖᵘᵐᵃ ᵃⁿᵈ ᶠᵉⁿᵗʸ ᵃʳᵉ ᵉˣᵃᵐᵖˡᵉˢ ᵒᶠ ᵇʳᵃⁿᵈ ᵉˣᵗᵉⁿˢⁱᵒⁿ﹗
Define entertainment franchise; list the 2 types and give examples of each.
- Film Franchises
- Television Franchises
A series of films, programs, or character portrayals planned to expand the character’s activities in a series.
ᵗʰᵉ ᶜᵒⁿᶜᵉᵖᵗ ᵒᶠ ᵉⁿᵗᵉʳᵗᵃⁱⁿᵐᵉⁿᵗ ᶠʳᵃⁿᶜʰⁱˢᵉ ⁱˢ ᵈⁱᶠᶠᵉʳᵉⁿᵗ ᶠʳᵒᵐ ᵗʰᵉ ᶠʳᵃⁿᶜʰⁱˢᵉ ᵒᶠ ᵗʰᵉ ˢᵖᵒʳᵗˢ ʷᵒʳˡᵈ. ᶠⁱˡᵐ ᶠʳᵃⁿᶜʰⁱˢᵉˢ﹕ ⁽ᵐᵘˡᵗⁱᵖˡᵉ ᵐᵒᵛⁱᵉˢ﹗⁾ ˢᵗᵃʳ ʷᵃʳˢ, ᵃᵛᵉⁿᵍᵉʳˢ, ʲᵃᵐᵉˢ ᵇᵒⁿᵈ, ʰᵃʳʳʸ ᵖᵒᵗᵗᵉʳ ᵗᵛ ᶠʳᵃⁿᶜʰⁱˢᵉˢ⁻ ᵇⁱᵍ ᵇᵃⁿᵍ ᵗʰᵉᵒʳʸ ᵗᵒ ʸᵒᵘⁿᵍ ˢʰᵉˡᵈᵒⁿ, ᵇʳᵉᵃᵏⁱⁿᵍ ᵇᵃᵈ ᵗᵒ ᵇᵉᵗᵗᵉʳ ᶜᵃˡˡ ˢᵃᵘˡ
Explain what a crossover artist is and give an example. Describe why celebrities become crossover artists.
An expansion of the popular appeal of an artist or work by achieving success in another market or style.
Cʀᴏssᴏᴠᴇʀ ᴀʀᴛɪsᴛ ɪs ʀᴇʟᴀᴛᴇᴅ ᴛᴏ ᴀ ᴘᴇʀꜰᴏʀᴍᴇʀ’s ɪᴍᴀɢᴇ ᴏʀ ʙʀᴀɴᴅ. Dʀᴀᴋᴇ sᴛᴀʀᴛᴇᴅ ᴏꜰꜰ ɪɴ ᴀᴄᴛɪɴɢ ⁽Dᴇɢʀᴀssɪ⁾ ᴀɴᴅ ɴᴏᴡ ʜᴇ ʜᴀs ᴀᴄʜɪᴇᴠᴇᴅ sᴜᴄᴄᴇss ɪɴ ᴍᴀɴʏ ᴏᴛʜᴇʀ ᴍᴀʀᴋᴇᴛs sᴜᴄʜ ᴀs ᴍᴜsɪᴄ, ᴄʟᴏᴛʜɪɴɢ ⁽OVO⁾ ᴇᴛᴄ.
Explain what an archived brand is and give an example.
The use of archived brands is another brand strategy.
Some performers have become classic brands and marketing icons.
The vaults, or archives, of a studio contain entertainment properties that are part of its brand and product line.
Elvis, Marlyn Monroe, Dr.Seuss, Bob Marley, Cinderella
Define corporate conglomerate.
Entertainment companies are often corporate conglomerates or companies that have merged with or bought other companies and absorbed them into larger, more competitive businesses.
ᵐᵒˢᵗ ᵇᵘˢⁱⁿᵉˢˢᵉˢ ᵗʰᵃᵗ ᵖʳᵒᵈᵘᶜᵉ ᵉⁿᵗᵉʳᵗᵃⁱⁿᵐᵉⁿᵗ ᶠᵒʳ ᶜᵒⁿˢᵘᵐᵉʳˢ ᵃʳᵉ ˡᵃʳᵍᵉ ᶜᵒʳᵖᵒʳᵃᵗⁱᵒⁿˢ ʷⁱᵗʰ ᵐᵃⁿʸ ⁱⁿᵛᵉˢᵗᵒʳˢ ᵃⁿᵈ ᵉᵐᵖˡᵒʸᵉᵉˢ.
List the big 5 entertainment conglomerates
The Walt Disney Company
Sony Entertainment
Viacom (Paramount)
Time Warner
Comcast
Explain the difference between a horizontal and a vertical distribution business structure. Give an example of each.
Businesses can be structured or organized under:
𝟭) 𝗩𝗲𝗿𝘁𝗶𝗰𝗮𝗹 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 (𝗦𝗢𝗡𝗬) |
How the big conglomerates are structured or organized:
*They create and produce entertainment products and services.
*They market them.
*They distribute them.
*Perform all the functions in the channel of distribution from producer to consumer.
𝟮) 𝗛𝗼𝗿𝗶𝘇𝗼𝗻𝘁𝗮𝗹 𝗗𝗶𝘀𝘁𝗿𝗶𝗯𝘂𝘁𝗶𝗼𝗻 (𝗕𝗟𝗢𝗖𝗞𝗕𝗨𝗦𝗧𝗘𝗥)——–
*Relies on others for the product and most of the promotion.
*E.g. Old video rental places like Blockbuster; EB Games
Explain the costs and rates of success associated with producing a movie.
🎞Movie production is a multi-billion dollar operation.
🎥Films are released by distributors—usually the studio or a related company—and shown by theaters, or exhibitors (house), to the public.
🎞It costs about $100 million to produce a major studio film and another $40 million to market it.
🎥Four out of ten films produced may not break even!
🎞7out of 10 films do not make a profit at the box office!
Define oligopoly and give an example.
𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝘀𝗶𝘁𝘂𝗮𝘁𝗶𝗼𝗻 𝗶𝗻 𝘄𝗵𝗶𝗰𝗵 𝗮 𝗳𝗲𝘄 𝗳𝗶𝗿𝗺𝘀 𝗮𝗳𝗳𝗲𝗰𝘁 𝗯𝘂𝘁 𝗱𝗼 𝗻𝗼𝘁 𝗰𝗼𝗻𝘁𝗿𝗼𝗹 𝗮𝗻 𝗶𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗶𝗻𝗱𝗶𝘃𝗶𝗱𝘂𝗮𝗹𝗹𝘆.
A few large studios make up the core of the film business, which is considered an oligopoly.
Explain what an indie is and give an example.
Independent movie companies called indies operate on their own to make films and are not affiliated with major movie studios (Sundial Pictures, Red Crown Productions).
The Blair Witch Project was produced for $35,000 and grossed over $141 million!
Describe what happens with the first week ticket sales for movies.
Usually the first week a film is in theatres, all ticket-sale money goes to the distributor or studio and after that the revenue is split more evenly.
¹ˢᵗ ᵐᵒⁿᵗʰ ᵃⁿʸ ᵗⁱᶜᵏᵉᵗ ˢᵃˡᵉˢ ᵍᵒᵉˢ ᵗᵒ ᵐᵒᵛⁱᵉ ᶜᵒᵐᵖᵃⁿʸ ⁿᵒᵗ ᵗʰᵉᵃᵗᵉʳ
Explain the birth and evolution of theme parks/water parks.
🎠The first theme parks were called “pleasure gardens” and appeared in Europe around 1550.
🎡They were landscaped gardens with games, music and simple rides.
🎢Walt Disney planned Disneyland in the 1950’s to have exhibits and attractions for all ages.
🎇🎪Disney signed sponsors to help pay for Disneyland.
🤽The idea for water parks developed in the late 1980s.
(were not meant for kids but disney changed that)
Describe how television networks are supported. Explain how television shows either survive or get cancelled.
Television networks are supported financially by advertising.
Television shows either survive or get cancelled according to the size of their audiences.
The general rule is that if a series can stay on the air for three years and/or complete production on 60 episodes, it is a financial success.
