© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 1 CHAPTER 9 CHAPTER 9 Marketing Entertainment 9.1 9.1Customized Entertainment

CHAPTER 9 SLIDE 1 © SOUTH-WESTERN/THOMSON

SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETING

CHAPTERCHAPTER 99Marketing Entertainment

9.19.1 Customized Entertainment

9.29.2 Entertainment Technology and Marketing

9.39.3 World Entertainment Marketing



LESSON 9.1LESSON 9.1

Customized Entertainment

GOALSGOALSExplain customizing entertainment

products for a market segment.Describe customized entertainment

marketing for Baby Boomers.



Customizing Products

Market segment—a group of people who have the ability and the desire to purchase a specific product

Customizing—changing a product to fit the needs or wants of a particular market



Local TV American Style

Number of viewersCost



Children’s Programming

Locally produced programsAdvertising



Sports Programming

Regional broadcastCable, satellite, and pay-per-viewCost of programmingTiering—certain sports programs

outside the basic cable package would incur extra costs for the viewers who choose them



Public TV and Radio

Viewer- and listener-supported Non-profit organizationsCreated locally and tailored to the

viewers or listeners



Marketing to Baby Boomers

Baby BoomersGeneration born between 1946 and 196476 million people

Boomers won’t retireWork beyond normal retirement ageRemain activeDiscretionary income

Segmenting the group



Entertaining the Boomers

Attendance at moviesMovie reviewsMovie stars of similar age



Understanding All Parts of the Group

Diverse in opinionMarketing message must be fine-tunedMajor target of entertainment marketing

through 2020


SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETINGLESSON 9.2LESSON 9.2

Entertainment Technology and Marketing

GOALSGOALSExplain the economic utility of

entertainment.Discuss the impact of technology on

entertainment.



Entertainment Economics

Economic utility—the amount of satisfaction a person receives from the consumption of a particular product or service



Types of Utility Form utility—when the physical

characteristics of a product or service are improved

Time utility—the result of making the movie available when the viewer wants it

Place utility—ensures that the movie is available where the viewer wants it

Possession utility—results from making the movie available at an affordable price



Utilities on Broadway

Broadway productions taken on the road and produced in many major cities

Economic utility is improved when people are able to choose from multiple forms of the same entertainment



Techno-Vision

Through a child’s eyesEarly adoption of new technologiesInnovative

Speed is the keySpeed depends on bandwidthBandwidth—the technical term for the

capacity of communication channelsPersonalized television in the future



More about the Internet

Access to information on practically every subject

You must have an Internet Service Provider (ISP)

Entertainment distribution



Technology

The Internet TV and the Internet



Cookies, Anyone?

Clickstream data—collected at each mouse-click within a web site

Cookie—a small data file placed on the hard drive of the web site visitor



Consumer Privacy

Concerns about how personal information is usedInformation gathered from childrenCredit card information

Entertainment industryCollecting data to protect copyrights



Movies or Toy Commercials?

Blurring the line between movies and commercials

Merchandising plans in place in advance of upcoming films


SPORTS AND ENTERTAINMENT MARKETINGSPORTS AND ENTERTAINMENT MARKETINGLESSON 9.3LESSON 9.3

World Entertainment Marketing

GOALSGOALSDiscuss the economics of global

marketing entertainment.Describe global distribution of

entertainment.



Global Marketing

ResearchCulture Economic developmentEconomic conditions

Technology and distribution



Global Challenges

Government policyInterest in developing national

entertainment industryInterest in protecting cultureTariffs



Global Distribution

Disney in EuropeElvis in IsraelCountry all over the worldInternational musicInternational showcaseInternational sports



Disney in Europe

Disney merchandise can be purchased throughout the world



Elvis in Israel

Israelis gather at the Elvis InnAppeal of an icon



Country All Over the World

American country music is popular all over the world

Kumamoto Country Gold Festival



International Music

Eurovision Song Contest pop music competition



International Showcase

Cannes International Film FestivalJury reviews films for the Cannes

Awards



International Sports

NFL Europe LeagueTelevision coverage expanding both in

Europe and the United States

Documents

© SOUTH-WESTERN/THOMSON SPORTS AND ENTERTAINMENT MARKETING CHAPTER 9SLIDE 1 CHAPTER 9 CHAPTER 9 Marketing Entertainment 9.1 9.1Customized Entertainment