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Your Guide To Entertainment Marketing and Performance (Collection)

Name: Your Guide To Entertainment Marketing and Performance (Collection)
ISBN: 9780133742848

by Al Lieberman, Patricia Esgate, Paul W. Farris, Neil Bendle, Phillip E. Pfeifer, David Reibstein

August 2013

Intermediate to advanced

737 pages

20h 45m

English

Pearson

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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
The Market for Marketing—and Marketing ProfessionalsWhat Sets Entertainment Marketing Apart?New Channels, New ChallengesMarketing to the MassThe Digital DisruptionA Marketer’s Manifesto
1. Begin with the Basics: The What and Where of Entertainment Marketing
The Four CsThe First C: ContentThe Second C: ConduitThe Third C: ConsumptionThe Fourth C: ConvergenceSummary
2. Getting the Product to Market: Who and How
Molding the MessageIn the Good Old Days...Vive La Revolution!Super-Size MeDecisions, DecisionsSummary
3. Marketing Movies: Building Wannasee, Haftasee, and Mustsee
Big Numbers for the Big ScreenA Bit of BackgroundReducing Risk: High Concept FilmsDum-Dum....Dum-Dum...Reducing Risk: Hollywood Meets Madison AvenueBehind the Scenes: The ProducerOut the Door and Onto the Streets: DistributionTheaters: Still Big Box OfficeMovie Marketing: Who Are the Targets?Marketing MethodsTicket Presale ConduitsThe Oscars—A Powerful Marketing ToolTechno ToolsPlanes, Trains, Automobiles—and MoreIndependent FilmsSummaryFurther ReadingMagazines to Devour
4. The Business of Broadcasting: Network TV, Syndication, and Radio
Broadcast BasicsLocal Television StationsThe Basics of TV RatingsPromotion and MarketingSyndicationWhat’s Mine Is Not Yours: The Impact of TechnologyNoncommercially Driven BroadcastingSummary: Network TV and SyndicationRadioSummary: RadioFor Further ReadingMagazines to Devour
5. The Rising Tide of Technology: Television Content Delivery in a Digital Age
The Multichannel Video UniverseBeyond BasicMedia, Marketing, and MoneyThe Search for SubscribersCable Television: A Marketing PowerhouseSummaryFor Further Reading
6. Digital Disruption
Cable Levels Off: The Era of New ChallengesOver the TopDisruptive ConduitsSummaryFor Further Reading
7. Publishing: The Printed Word Goes Digital
In the Beginning...BooksMarketing BooksDiscoverabilityBrandingThe Changing Publishing EnvironmentSummary: BooksNewspapers and MagazinesSummary: Newspapers and MagazinesSummary: PublishingFor Further Reading
8. A Handful of Content: Games, Mobile Applications, and Mobile Marketing
The Game’s AfootGoing MobileMobile MarketingSummary: Games, Mobile Applications, and Mobile MarketingFor Further Reading
9. The Universal Language: Music
They’re Playing Our SongThe Three Forms of PropertyMajor PlayersThe Music Development ProcessThe Changing Face of DistributionReaching the MassesMarketing the MusicMarket SegmentsMusical TheaterBillboard: The Bible of the BusinessSummaryFor Further Reading
10. Major Leagues, Major Money: Sports
This Sporting LifeMajor League SportsThe Rest of the StoryThe Business of Brands: Licensing and SponsorshipTechnology TrendsMarketing ChallengesSummaryFor Further Reading
11. On the Road: Travel and Tourism
Travelin’ OnBuilding the PlanAdvertising, Publicity, and PromotionCreating an IdentityThe Dynamics of Travel and Tourism MarketingRelationship MarketingOther Destination EntertainmentSummaryFor Further Reading
12. What’s Next: A Global Snapshot
Global Regions: North AmericaGlobal Regions: Latin AmericaGlobal Regions: EMEAGlobal Regions: Asia PacificSummary
Conclusion: Where Do We Go from Here?
Who: The ConsumerWhat: Technology and TrendsWhy: The More Things Change...Where: Where Do You Want It?When: Get Onboard
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
1.1 What Is a Metric?1.2 Why Do You Need Metrics?1.3 Marketing Metrics: Opportunities, Performance, and Accountability1.4 Choosing the Right Numbers1.5 Mastering Metrics1.6 Marketing Metrics Survey
2. Share of Hearts, Minds, and Markets
2.1 Market Share2.2 Relative Market Share and Market Concentration2.3 Brand Development Index and Category Development Index2.4 Penetration2.5 Share of Requirements2.6 Heavy Usage Index2.7 Awareness, Attitudes, and Usage (AAU): Metrics of the Hierarchy of Effects2.8 Customer Satisfaction and Willingness to Recommend2.9 Net Promoter2.10 Willingness to Search
3. Margins and Profits
3.1 Margins3.2 Prices and Channel Margins3.3 Average Price per Unit and Price per Statistical Unit3.4 Variable Costs and Fixed Costs3.5 Marketing Spending—Total, Fixed, and Variable3.6 Break-Even Analysis and Contribution Analysis3.7 Profit-Based Sales Targets
4. Product and Portfolio Management
4.1 Trial, Repeat, Penetration, and Volume Projections4.2 Growth: Percentage and CAGR4.3 Cannibalization Rates and Fair Share Draw4.4 Brand Equity Metrics4.5 Conjoint Utilities and Consumer Preference4.6 Segmentation Using Conjoint Utilities4.7 Conjoint Utilities and Volume Projection
5. Customer Profitability
5.1 Customers, Recency, and Retention5.2 Customer Profit5.3 Customer Lifetime Value5.4 Prospect Lifetime Value Versus Customer Value5.5 Acquisition Versus Retention Cost
6. Sales Force and Channel Management
6.1 Sales Force Coverage: Territories6.2 Sales Force Objectives: Setting Goals6.3 Sales Force Effectiveness: Measuring Effort, Potential, and Results6.4 Sales Force Compensation: Salary/Reward Mix6.5 Sales Force Tracking: Pipeline Analysis6.6 Numeric, ACV and PCV Distribution, Facings/Share of Shelf6.7 Supply Chain Metrics6.8 SKU Profitability: Markdowns, GMROII, and DPP
7. Pricing Strategy
7.1 Price Premium7.2 Reservation Price and Percent Good Value7.3 Price Elasticity of Demand7.4 Optimal Prices and Linear and Constant Demand Functions7.5 “Own,” “Cross,” and “Residual” Price Elasticity
8. Promotion
8.1 Baseline Sales, Incremental Sales, and Promotional Lift8.2 Redemption Rates, Costs for Coupons and Rebates, Percent Sales with Coupon8.3 Promotions and Pass-Through8.4 Price Waterfall
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) Rates9.3 Reach, Net Reach, and Frequency9.4 Frequency Response Functions9.5 Effective Reach and Effective Frequency9.6 Share of Voice9.7 Impressions, Pageviews, and Hits9.8 Rich Media Display Time9.9 Rich Media Interaction Rate9.10 Clickthrough Rates9.11 Cost per Impression, Cost per Click, and Cost per Order9.12 Visits, Visitors, and Abandonment9.13 Bounce Rate9.14 Friends/Followers/Supporters9.15 Downloads
10. Marketing and Finance
10.1 Net Profit and Return on Sales10.2 Return on Investment10.3 Economic Profit—EVA10.4 Evaluating Multi-period Investments10.5 Return on Marketing Investment
11. The Marketing Metrics X-RAY
11.1 The Marketing Metrics X-Ray
12. System of Metrics
Modeling Firm PerformanceThree Reasons for Using Systems of Identities in MarketingMarketing Mix Models—Monitoring Relationships between Marketing Decisions and ObjectivesRelated Metrics and ConceptsAppendix 1Conclusion
Appendix—Survey of Managers’ Use of Metrics
Bibliography
Endnotes
Index
Wharton School Publishing

Content preview from Your Guide To Entertainment Marketing and Performance (Collection)

3. Margins and Profits

Introduction

Peter Drucker has written that the purpose of a business is to create a customer. As marketers, we agree. But we also recognize that a business can’t survive unless it makes a margin as well as a customer. At one level, margins are simply the difference between a product’s price and its cost. This calculation becomes more complicated, however, when multiple variations of a product are sold at multiple prices, through multiple channels, incurring ...

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Your Guide To Entertainment Marketing and Performance (Collection)

by Al Lieberman, Patricia Esgate, Paul W. Farris, Neil Bendle, Phillip E. Pfeifer, David Reibstein