Book description
Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever–and it’s changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrow…in The Definitive Guidce to Entertainment Marketing.
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Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.
Table of contents
- About This eBook
- Title Page
- Copyright Page
- Table of Contents
-
The Definitive Guide to Entertainment Marketing: Bringing the Moguls, the Media, and the Magic to the World
- Copyright Page
- Dedication Page
- Foreword
- Acknowledgments
- About the Authors
- Introduction: Let Us Entertain You
- 1. Begin with the Basics: The What and Where of Entertainment Marketing
- 2. Getting the Product to Market: Who and How
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3. Marketing Movies: Building Wannasee, Haftasee, and Mustsee
- Big Numbers for the Big Screen
- A Bit of Background
- Reducing Risk: High Concept Films
- Dum-Dum....Dum-Dum...
- Reducing Risk: Hollywood Meets Madison Avenue
- Behind the Scenes: The Producer
- Out the Door and Onto the Streets: Distribution
- Theaters: Still Big Box Office
- Movie Marketing: Who Are the Targets?
- Marketing Methods
- Ticket Presale Conduits
- The Oscars—A Powerful Marketing Tool
- Techno Tools
- Planes, Trains, Automobiles—and More
- Independent Films
- Summary
- Further Reading
- Magazines to Devour
- 4. The Business of Broadcasting: Network TV, Syndication, and Radio
- 5. The Rising Tide of Technology: Television Content Delivery in a Digital Age
- 6. Digital Disruption
- 7. Publishing: The Printed Word Goes Digital
- 8. A Handful of Content: Games, Mobile Applications, and Mobile Marketing
- 9. The Universal Language: Music
- 10. Major Leagues, Major Money: Sports
- 11. On the Road: Travel and Tourism
- 12. What’s Next: A Global Snapshot
- Conclusion: Where Do We Go from Here?
- Index
-
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance Second Edition
- Copyright Page
- Dedication Page
- Acknowledgments
- About the Authors
- Foreword
- Foreword to Second Edition
- 1. Introduction
-
2. Share of Hearts, Minds, and Markets
- 2.1 Market Share
- 2.2 Relative Market Share and Market Concentration
- 2.3 Brand Development Index and Category Development Index
- 2.4 Penetration
- 2.5 Share of Requirements
- 2.6 Heavy Usage Index
- 2.7 Awareness, Attitudes, and Usage (AAU): Metrics of the Hierarchy of Effects
- 2.8 Customer Satisfaction and Willingness to Recommend
- 2.9 Net Promoter
- 2.10 Willingness to Search
- 3. Margins and Profits
- 4. Product and Portfolio Management
- 5. Customer Profitability
-
6. Sales Force and Channel Management
- 6.1 Sales Force Coverage: Territories
- 6.2 Sales Force Objectives: Setting Goals
- 6.3 Sales Force Effectiveness: Measuring Effort, Potential, and Results
- 6.4 Sales Force Compensation: Salary/Reward Mix
- 6.5 Sales Force Tracking: Pipeline Analysis
- 6.6 Numeric, ACV and PCV Distribution, Facings/Share of Shelf
- 6.7 Supply Chain Metrics
- 6.8 SKU Profitability: Markdowns, GMROII, and DPP
- 7. Pricing Strategy
- 8. Promotion
-
9. Advertising Media and Web Metrics
- 9.1 Advertising: Impressions, Exposures, Opportunities-To-See (OTS), Gross Rating Points (GRPs), and Target Rating Points (TRPs)
- 9.2 Cost per Thousand Impressions (CPM) Rates
- 9.3 Reach, Net Reach, and Frequency
- 9.4 Frequency Response Functions
- 9.5 Effective Reach and Effective Frequency
- 9.6 Share of Voice
- 9.7 Impressions, Pageviews, and Hits
- 9.8 Rich Media Display Time
- 9.9 Rich Media Interaction Rate
- 9.10 Clickthrough Rates
- 9.11 Cost per Impression, Cost per Click, and Cost per Order
- 9.12 Visits, Visitors, and Abandonment
- 9.13 Bounce Rate
- 9.14 Friends/Followers/Supporters
- 9.15 Downloads
- 10. Marketing and Finance
- 11. The Marketing Metrics X-RAY
- 12. System of Metrics
- Appendix—Survey of Managers’ Use of Metrics
- Bibliography
- Endnotes
- Index
- Wharton School Publishing
Product information
- Title: Your Guide To Entertainment Marketing and Performance (Collection)
- Author(s):
- Release date: August 2013
- Publisher(s): Pearson
- ISBN: 9780133742848
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