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  • Sem - Module2

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    Tuhin Subhra Samanta
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    This document discusses entertainment marketing. It begins by defining entertainment and how it can be experienced live, through recordings, or broadcasts. It then explores the evolution of entertainment from live performances to recorded and broadcast performances accessible remotely. The document outlines how marketing can promote entertainment and be promoted through entertainment via avenues like licensing, merchandising, sponsorships, co-branding, product placement, and destination marketing. It notes major companies' licensing revenues and defines key concepts in entertainment marketing like the 4 Cs of creative idea, technology, talent, and perishability. Finally, it discusses the concept of branded entertainment and balancing project integration with avoiding too overt of marketing.

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    This document discusses entertainment marketing. It begins by defining entertainment and how it can be experienced live, through recordings, or broadcasts. It then explores the evolution of entertainment from live performances to recorded and broadcast performances accessible remotely. The document outlines how marketing can promote entertainment and be promoted through entertainment via avenues like licensing, merchandising, sponsorships, co-branding, product placement, and destination marketing. It notes major companies' licensing revenues and defines key concepts in entertainment marketing like the 4 Cs of creative idea, technology, talent, and perishability. Finally, it discusses the concept of branded entertainment and balancing project integration with avoiding too overt of marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    25 views17 pages

    Sem - Module2

    Uploaded by

    Tuhin Subhra Samanta
    This document discusses entertainment marketing. It begins by defining entertainment and how it can be experienced live, through recordings, or broadcasts. It then explores the evolution of entertainment from live performances to recorded and broadcast performances accessible remotely. The document outlines how marketing can promote entertainment and be promoted through entertainment via avenues like licensing, merchandising, sponsorships, co-branding, product placement, and destination marketing. It notes major companies' licensing revenues and defines key concepts in entertainment marketing like the 4 Cs of creative idea, technology, talent, and perishability. Finally, it discusses the concept of branded entertainment and balancing project integration with avoiding too overt of marketing.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 17

    SPORTS & ENTERTAINMENT

    MARKETING
    Module 2
    Entertainment
    ENTERTAINMENT

     Performance
     Willing to spend money and spare time
     Can be viewed
     Live, in person
     Stored (or recorded)
     Broadcast (live or recorded)

    IIM Ranchi MBA 2019-21


    EVOLUTION OF ENTERTAINMENT

    • Live
    Performance audience

    • Temporally
    Recorded distant
    performance • Spatially
    near

    Broadcast
    • Apart
    performance

    Webcast
    •?
    performance

    IIM Ranchi MBA 2019-21


    Marketing of
    Entertainment
    Entertainment
    Marketing Marketing
    through
    Entertainment

    IIM Ranchi MBA 2019-21


    ENTERTAINMENT MARKETING

     Marketing of entertainment
     Live performances
     Recorded performances
     Stored performances
     Static entertainment

    IIM Ranchi MBA 2019-21


    4 CS

    IIM Ranchi MBA 2019-21


    4 CS

    Creative Idea
    Technology
    Talent
    Perishability

    IIM Ranchi MBA 2019-21


    4 CS

    IIM Ranchi MBA 2019-21


    4 CS

    IIM Ranchi MBA 2019-21


    4 CS

    IIM Ranchi MBA 2019-21


    CONVERGENCE

    Laptop
    TV
    Hotstar Desktop
    DTH Smartphone
    Star World Cable TV Tablet
    YouTube

    IIM Ranchi MBA 2019-21


    PAYOFFS
    Company Licensing revenue
    2015
    (USD billion)
     Licensing Disney 52.5
     Group companies Warner Bros. 6.0
     Partner firms Hasbro 5.9

     Merchandising MLB 5.5


    Nickelodeon 5.5
     Sponsorship NBC 4.5
     Fashion NFL 3.5
     Liquor Dreamworks 3.3
     Soft drinks NBA 3.2
     Fast foods Mattel 2.3

    IIM Ranchi MBA 2019-21


    MARKETING THROUGH
    ENTERTAINMENT
     Promotion
     Sponsorship
     Naming rights
     Product endorsement
     Official supplier/partner

     Co-branding/merchandising
     In-film/TV placement
     Destination marketing

    IIM Ranchi MBA 2019-21


    IIM Ranchi MBA 2019-21
    Branded Entertainment

     Making marketing entertaining


     Product placement in disguise?
     Level of brand integration into the plot
     Two divergent forces
     Projects should not look ‘too much marketing’
     Consumers should be able to discover the content

    IIM Ranchi MBA 2019-21


    IIM Ranchi MBA 2019-21
    THANK YOU!!

    IIM Ranchi MBA 2019-21

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