June 2013
Intermediate to advanced
368 pages
10h 11m
English
book
The Definitive Guide to Entertainment Marketing: Bringing the Moguls, the Media, and the Magic to the World, second Edition
by Al Lieberman, Pat Esgate
Content preview from The Definitive Guide to Entertainment Marketing: Bringing the Moguls, the Media, and the Magic to the World, second Edition
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1. Begin with the Basics: The What and Where of Entertainment Marketing
Entertainment marketing, regardless of which platform we discuss, has some commonality with other industries. Licensing, merchandising, sponsorship, brand extension—all of these occur elsewhere, no matter what the product might be...that is, if you’re fully exploiting the profit potential of your product.
However, entertainment has some unique properties that affect the use and distribution of the brand. Before we go deeper into the unique worlds of each entertainment platform, let’s discuss the common threads that tie them all together.
The Four Cs
The structure that defines the whole of the entertainment industry can be described in four words, all of which begin with ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.