outline

Chapter 1: Beginning with the Basics: The What and Where of Entertainment

Key Concept 1: The 4 C’s

Explanation: The 4 C’s are content, conduit, consumption, and convergence. These concepts describe the whole entertainment industry. The main purpose of this is to help marketers understand how to market their entertainment product. This can be useful in the future because I can use this understanding to find the right medium to market, how to make it easy for the target audience to get the product, and how to use multiple media platforms to sell the product of the company I work for in the future.

Key Concept 2: Copyright

Explanation: Copyright has been protected by the Copyright Act of 1976. Copyright is a way to protect creators and their assignee's exclusive rights to reproduce, distribute, and make the most of others uses of their original works. In contracts of copyright they define the who, when, why and where of an idea or concept ownership. This can be useful in the future because I am looking to work in the sports industry so while working in the company I will need to learn how to protect my own creations and ideas while not taking others creations and ideas.  

Key Concept 3: Production

Explanation:  Production refers to the steps needed in order to develop a product and make sure that the product has successful sales. The production sales are non-linear, which means that in order to get to one step you don’t have to complete another and you can go back to previous steps if needed. Once the idea has been created the marketing team will build up the desire of the product to the public. This concept is important to my future because I can use this system to understand how to develop ideas for campaigns and make sure the products  I sell to reach enough public desire to be economically successful. 

Chapter 2: Getting the Product to Market: Who and How

Key Concept 1:3 P’s

Explanation:  The 3 P’s in Entertainment Marketing are people, power, and players. These are important to know so marketers know what and who are most influential in their sector of the entertainment industry. The chapter also highlights the decisions that the executives must make in order to be successful. This is important to understand because I need to be able to identify who is important in the process of marketing my entertainment projects in the future.

Key Concept 2: Mega Entertainment and Media Companies

Explanation: This section illustrates the current structure of media companies and how they are no longer ran by individuals but are controlled by conglomerates. Through the large teams that were created through this structure, there were breakthroughs in advertising by turning the movies into brands themselves. This made the movies more profitable because they were able to create new revenue streams by selling backpacks, t-shirts, toys, etc. to make maximum profit. This is important in the future because I now know that if I create an entertainment brand I can develop other products to have a diverse revenue stream.      

Key Concept 3: Decisions

Explanation: This section breaks decisions into three types of decisions. These decisions are small decisions, large decisions and no decision at all. Small decisions are occurring at a consistent basis. These decisions are formulated by the marketing team and signed off on the executive in charge. Large decisions are made by the leader or chief executive of the company with help from advisors and board members. These decisions are made over a longer period of time but appear quickly. The final type of decision is no decision at all. This happens when a process gets out of control, costs have skyrocketed, finish product has been delayed, and no one wants to take the blame of a bad call. These are important in the future because in the future I will need to identify what kind of decision I am making so I can take the appropriate steps in order to make successful decisions.    

Chapter 3: Marketing Movies: Building Wannasee, Haftasee, and Mustasee

Key Concept 1: High Concept Films

Explanation: High concept films contain known stars and/or director, mass marketing, single-image marketing motif, extensive merchandising of licensed products, as well as a connection to prequels, existing theatre, or established music. All of these make movies more appealing to larger audiences with more discretionary income. These movies tend to have large payouts which are attributed to all the money that goes into the movie. This can be important in my future because if a high concept movie is made of a sports team I am a part of then I can understand the process that they will go through to make the film.

Key Concept 2: Production Process

Explanation: The production process is handled by the producer, there are two types of producers. The first is an in-house producer, they have restricted responsibilities primarily focused on controlling the budget, scheduling, and coordinating on-location staff with studio executives. The second kind is independent producers, independent producers are used for certain unique properties being developed by the studio. This is important to know because if working for a movie it is important to know what kind of producer you may need based on the tasks which need to be done.  

Key Concept 3: Marketing Methods

Explanation:  There are many types of distribution and the ones highlighted in the book are out the door and onto the street distribution, digital distribution, test screenings, sneak previews, movie trailers, television commercials, newspaper advertising, and movie tie-ins. All of these are used to increase the likelihood that more people will watch their movie and increase profits. Movie companies do not use all of them and carefully select what methods they use to reach the target audience. This is important for the future so I know how to make sure that any product I sell can reach the people I want to consume the product.

Chapter 4: The Business of Broadcasting: Networking TV, Syndication, and Radio

Key Concept 1: The Networks

Explanation: This part illustrates what network television is who the old networks are and who is coming into the market. The other thing highlighted is local television. The book breaks them into 3 categories, and they are affiliates, independents and local programming. These things are important in the future so if I need to work with a television station I can identify which ones are local and which ones are national and can approach them accordingly.

Key Concept 2: Advertising and Marketing

Explanation: This section depicts the key information needed in order to reach the target audience. The books show the factors companies consider when selecting what network they want to advertise such as demographics and time slots. Their goal is to combine all the elements of age, gender, interest, and economics to reach most of their target demographic. This is important because as a marketer my goal is to reach the most amount of people who are interested in my product and convert their interest into sales.    

Key Concept 3: The impact of technology

Explanation: The focus of this section is to illustrate the growing competitors of broadcast television which are cable television, mobile and internet TV. Broadcast television has ran into a problem of commercial-skipping to maintain that revenue. The solution that is given in the book is to make more interesting commercials. This is important for my future because I know now how people are reacting to commercials today and that in order to catch their eye in broadcasting I must make captivating content. 

Chapter 5: The Rising Tide of Technology: Television Content Delivery in a Digital Age

Key Concept 1: Mediums of Entertainment

Explanation:  The channel is distributed by 3 mediums; which are cable operators, direct broadcast satellites and telco companies. Cable operators work with specific territories based on deals worked with various municipalities to deliver content to a local population. Direct broadcast satellites send digital signals to subscribers all over the country. Telco utilizes existing telephone wire, and fiber optic cable to deliver their full-Internet protocol television products and DSL, Internet. This is important to know because if I would like to partner with a cable provider I would like to know how they distribute their channels so that I can reach the most of the people I want to. For example, if I needed to only reach one city’s population I would work with a cable operator since their goal is to reach specific areas and reaching a national audience would cost more unnecessary money.

Key Concept 2: Cable’s Marketing Advantage

Explanation: Cable’s marketing advantage is its reach and ability to reach into niche markets. Cable allows companies to reach a specific audience they are, the executive or family who has a strong interest in financial markets and managing its own money, women, teenagers,  adults from 25 to 45 interested in less-than intellectually-challenging entertainment, and males 18-49 or anyone with a sports interest. There is also a strong universal audience because they reach 86% of television households. This is important to know for the future because I now know if I want to target certain demographics cable will be the best option.

Key Concept 3: Cables Extra Features

Explanation: New technologies allow cables companies to offer state-of-the-art technologies which are premium cable channels, DVR, On Demand/IPTV, Pay-Per-View, and cable radio. The rise in these new technologies allows companies to have so many options for people so they bundle up the features to target audiences, for example, triple play. These new technologies allow companies to charge more to customers because of the unique features they provide. This is important for my future because if I would like a team that I work for to be televised to certain regions I have to determine which network/s to televise my games one so my fans can view the game. 

Chapter 6: Digital Disruption

Key Concept 1: Disruptive Hardware

Explanation: Cable content is facing major changes in content delivery. The big new technology is mobile broadband provided by cellular telephone providers. Disruptive hardware includes Smart TV’s, Smartphones, Tablets, and Laptops. All of these have given viewers new ways to view their entertainment and has made it more accessible. This can be important for my future because the market of viewing entertainment is changing and when creating content I need to know that my content has to be able to reach this new hardware.

Key Concept 2: DIsruptive Conduits

Explanation: The disruptive conduits are Netflix, Hulu, Digital Media Receivers and Apple TV. Netflix was the first to disrupt the market by delivering DVD’s to people’s doorstep and has adapted by providing a streaming service. Hulu disrupted the market by providing free streaming through advertised-supported video. Digital Media Receivers disrupted the market by providing access to streaming media content via high definition television, with interactive capabilities. Finally, Apple TV disrupted the market by offering access to the iTunes library of movies, shows, games and all forms of digital content as well as other media platforms provided by digital media receivers. This can be important for my future because if I understand the new technologies I can make shows and content that reach all conduits.

Key Concept 3: Disruptive Content

Explanation:  AMC’s Mad Men was the first to disrupt the market by developing a loyal and growing following and led Netflix to realize binge watching. This changed Netflix’s strategy to release all their content at once. This causes every show to up the ante on their shows. This is important to know because it shows consumers viewing habits. In the future this can be helpful to know because I know now that people want all their content at once instead of giving them week by week. 

Chapter 8: A Handful of Content: Games, Mobile Applications and Mobile Marketing

Key Concept 1: Gaming Platforms

Explanation: The gaming platforms ar video and social. Video has 3 types which are pay-to-play, free-to-play and freemium. Pay-to-play requires players to pay a monthly subscription fee. Free-to-play involves an upfront software cost but no additional payments. Freemium allows players to access game content and play for free but offers options to pay for additional content access. This is important for my future because I now know the different types of games I can use in sports and how to profit from them.

Key Concept 2: Mobile

Explanation: The mobile world is driven by applications and monetized in three basic forms. The first form is the revenue generated from the purchase of the application. The second stream comes from advertising. Gaming companies offer in-game banner ads, video offers, and full-page advertisements. The final form of monetization are from in-game purchases 85 % of the top grossing apps are of this kind. This is important to know because if I create an app for a sports company I can use this information to determine to price.   

Key Concept 3: Mobile Marketing

Explanation: The channels used by mobile marketing include SMS or text messages to the device and MMS which is multimedia messaging, which will include text, audio, video to the device, push notifications, QR Codes, Proximity system messages. Mobile marketing allows marketing firms to direct target specific consumers at the minute of their decision, thereby delivering the message to exactly the right person at exactly the right time. This is important to know so when creating an app I know the best ways to get the application to the targeting audience.

Chapter 9: The Universal Language: Music

Key Concept 1: Forms of Property

Explanation: The forms of property are publishing, recording, and media. These are the forms of property focused on when it comes to copyright as well as monetization. Each segment must protect their rights legally to maintain originality and maximize profits for the creator. This is important to know so artists can protect their intellectual property and know the ecosystem of each section of the industry.

Key Concept 2: Music Development

Explanation: The music development process has 9 steps. Each step is very important to the music making process. The intent of the steps is to make the best product for the market and maximize profits. This is important for the future so if I manage someone with interest of music in the future I understand the creative as well as the business process of making the music as well as how to bring it to the market.

Key Concept 3: Marketing Music

Explanation:  One very important way to reach the public is through the radio. The strategy for this is to get to the appropriate stations to reach the target demographic. Other ways to get artist music to the public is live music, megatours, marketing personalities cross-promotion, and television. All of this is important to know for the future so if I have music I need to market I know all the tools available to me.

Chapter 10: Major Leagues, Major Money: Sports

Key Concept 1: The Key C’s

Explanation: The key C’s are consumption and convergence. Consumption is very complexand is segmented by type of sport, gender of spectator, and even socio-economic factors. Convergence is the second C, these happen when sport stories are turned into movies, electronic games, satelite radio networks, books and TV sereis. All of these are used to emerse the fans into their sports world. This is important to my future becasue I will need to learn to maxamize my sports profit by providing all of these products while being an expert in the demographics of the sport. 

Key Concept 2: The sports industry 

Explanation: The sports industry is broken up into 4 main areas; professional sports, collegiate sports, the olympics, and individual sports. All major league sports have 4 main characteristics. These characteristics are they are run by commisioners, they have franchises otherwise known as team, players are hired and fired and compensated by the owners and governed by contracts as well as chanpionship games attract a global audience. The second area is collegiate sports with the main sport is football with all the money coming from gate revenue, media revenue, televsion contracts, sponsorship dollars and licensing. The olympics is the third area of sports, ametures do not get paid but if they do well in the games they can gain sponsorships. The final area is individual sports, indivvidual sports feature passionate fan bases as well as wide media coverage and intriguing well paid stars. The most popular individual sports are professional golf and tennis and produce a lot of revenue. This is important to my future because it lays out the entire sports industry and shows how they make money and attract fans

Key Concept 3:Licensing,Endorsments and Sponsorships

Explanation: Licensing in sports happens when leagues and franchises sell all sorts of products with their names and logos attatched to things like key chains to stadium seats and in 2011 the revenue of merchandising totaled $12.79 billion in 2011. Endorsments occur when an athlete licenses his name to be used as a type of testimonial for a product or service.  Finally, sponsorships occur when a company pays to have its name associated with a team, individual or event. These are important to my future because I now know the different ways to monitize sports outside of gate revenue. 

Chapter 11: On the Road: Travel and Tourism

Key Concept 1:Building the Plan

Explanation:  In the marketing of travel and tourism they hit thre levels of decision making which are, impulse, planning and  dreaming.In travel and tourism marketing research is critical. The research is critcal inidentifying the lifestyle, assesing the dicretionary budget, matching expectations, recognizing the media considered most frequently and defining how destinations deal with travelers. These are important for the future because when I work for a sports team in the future I will also work on making the city the team is in more attractive to gain new perspctive fans.

Key Concept 2:Advertising,Publicity, and Promotion

Explanation: The first step of the promotion process is creating an identity for the location. Tourists must be able to remember a destination and experience it in only a few words for example, Los Angeles as the “ Entertainment capital of the world”. Other factors that go into making a destination appealing are extensive and varied lodging, a variety of dining choices (especially unique regional cuisine), shopping, wide selection of activities for all ages and architectual wonders or cultural destinations. Evey destination competes for attention and try and provide all these factors to attract people to come to their city. However, sometimes external forctors can affect that. For example, Bourbon Street in New Orleans after the hurricane or Boston after the bombing. These identities make the destinations more appealing and memorable to the masses. This is important for my future because when trying to make a city attractive I must consider all of these factors to develop a plan when marketing a city. 

Key Concept 3: Relationship Marketing

Explanation:  In tourism marketing customer relationship is the most important thing to establish because each city wants people to come back to their city over and over again. Therfore, cities must make sure that the people that come to their city are continiously satisfied. There are 3 different strategies in relationship marketing and they are,Intra-industry trade shows and associations, customer loyalty programs and branding beds. Intra-industry trade shows and associations are used to attract different companies of one industry and this is important so that the customer can be satisfied in all aspects of their travel.  Customer loyalty programs are a good strategy for cities because It influences travelers to keep coming back to a city to “rack up points” and redeem there rewards. Branding beds are another great strategy because if a city has a popular hotel such as the Hilton they become a more attravtive detination to travelers. This is important to my future because when developing a city to become attractive I can use these strategies to attract more people to the city.