The Entertainment Marketing Revolution

AL LIEBERMAN is Clinical Assistant Professor and Director of the Entertainment, Media & Technology Program at New York University, a state-of-the-art program designed to help MBA and undergraduate students understand the strategy and operating principles that drive each sector of the entertainment industry, the financing of start-ups and product development, the marketing and management of entertainment companies, and relevant technologies that connect entertainment products with consumers. Lieberman has extensive international and domestic marketing and advertising management experience with global communications companies. He worked at Young & Rubicam in New York, Milan, Italy and Sao Paulo, Brazil, managing Fortune 500 companies' advertising accounts before becoming Executive Vice President of the Wunderman Direct Response Division of Young & Rubicam. Lieberman later joined Simon and Schuster as Worldwide Director of Marketing, becoming Executive Vice President of its Silhouette Books division. Most recently, he founded and served as CEO of Grey Entertainment, an advertising and marketing company whose entertainment, leisure and recreation clients have included Warner Bros. Studios, ABC Entertainment, Harper Collins, Westinghouse/Group W Radio, Viking Penguin, and Bertelsmann. He continues to maintain an entertainment consulting business. PATRICIA ESGATE is the Executive Editor of Entertainment Management magazine and The EZone newsletter, both serving the Experiential Industry. Ms. Esgate's 25 years in design, construction, marketing, training, management, operations and new business development is offered to clients through Esgate & Associates, a firm that has specialized in the strategic development of experience-based destinations and branding for over a decade. Her clients include the Walt Disney Company, Universal Studios, Sony, and Jim Henson Productions. Pat is a member of the International Association of Amusement Parks & Attractions (IAAPA), the American Society of Training and Development (ASTD), and is the past Director of the Northeast Chapter of the Themed Entertainment Association (TEA).

Foreword.


Introduction.


1. Peeling the Onion: Entertainment Marketing Basics.


Overview. The Four C's of Entertainment. Content. Conduit. Consumption. Convergence. Rubber Brands: Extending the Equity. Summary.



2. People, Power, and Players.


Overview. Molding the Message. Decisions, Decisions. Tailoring the Team. Movers and Shakers. Memorable Moguls. Summary.



3. Movies: Wannasee, Haftasee, and Mustsee.


Overview. To Market, To Market. Risky Business. Wannasee. Independent Films. Summary. Further Reading.



4. Network TV, Syndication, and Radio.


Overview. Network Television: “The Mother of Them All”. Local Television Stations. The Basics of TV Ratings. Promotion and Marketing. Syndication. Non-Commercially Driven Broadcasting. TV Technology. Summary: Network TV and Syndication.



5. Radio.


Don't Touch That Dial: The Basics of Radio Marketing. The Beat Goes Onúand On. For Further Reading. Cable Television and Direct Broadcast Satellite: Basic, Premium, and Pay-Per-View. Overview. The Basics of Basic Cable. The Growth of the Industry. Cable's Marketing Advantage: Reach and Segmentation. Media, Marketing, and Money. The Search for Subscribers. New Directions in the Multichannel Arena. New TV Technology. Summary. For Further Reading.



6. Publishing: The Printed Word.


Overview. Books. When, Where, and to Whom. Marketing Books. New Wrinkles in Book Marketing. The Final Frontier: Character as Brand. The Changing Publishing Environment. Summary: Books. Newspapers. Summary: Newspapers. Magazines. Summary: Magazines. Electronic Games. Summary: Electronic Games. Summary: Publishing. For Further Reading.



7. Music.


Overview. Music Labels. The All-Important Airplay. Live Music. Getting the Music to the Masses: Retail Distribution. Marketing the Music. New Niches. Techno Trends. The Global Music Market. Billboard.Com: A Case Study. Summary. For Further Reading.



8. Sports.


Overview. Major League Sports. The Impact of Marketing. Non-League Sports. Sports Online: Today's Technologies. Summary. For Further Reading.



9. Travel and Tourism.


Overview. Promising Paradise. Building the Plan. Creating an Identity. Dynamics of Travel and Tourism Marketing. Relationship Marketing. Advertising, Publicity, and Promotion. Alternative Destinations. Summary. For Further Reading.



10. Location-Based Entertainment and Experiential Branding.


Overview. Location-Based Entertainment. Off the Streets and Into the Mall. Experiential Branding. The Economics of Experience. Bringing the Brand to Life. The 11 Stages of Project Development. Summary. For Further Reading.



11. Changes and Challenges.


Overview. Going Global. Marketing in the New Millennium. Piracy. The Global Snapshot. Summary. Conclusion: Where Do We Go From Here?



Index.