Entertainment Promotion AND Communication: The Industry and Integrated Campaigns

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9780757578373: Entertainment Promotion AND Communication: The Industry and Integrated Campaigns
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Now in a convenient eBook format, Entertainment Marketing & Communications focuses specifically on entertainment marketing, offering a clear and up-to-date framework for students to experience and adapt marketing principles and communication theory to the entertainment world.

With this text, students of marketing and communication can share the secrets and insights of today's entertainment professionals.

Written in a campaign planner style, Entertainment Marketing & Communications is divided into three parts and 16 chapters, each focusing on key areas of entertainment promotion:

Part One, The Entertainment Industry has four chapters that introduce the subject, discuss the concept of convergence, characterize our experience culture, and address venue economics and ServiceScapes.

Part Two, Entertainment Campaign Planning and Execution, contains six chapters built around developing an integrated promotional campaign. The text introduces entertainment audiences, how to segment those audiences, and discusses the methods of primary and secondary research used to understand audience preferences. Next the authors present a discussion of branding and marketing approaches to the industry and communication objectives and message strategies for developing audience-directed promotion. Finally, the authors demonstrate how to use advertising and public relations to promote entertainment venues, destinations and experiences.

Part Three, Entertainment Industry Applications & Minicampaigns, contains six chapters, one each for developing campaigns specific to the six types of entertainment (integrated/convergent communications campaign, live performance and events, tourism, attractions, mediated entertainment and stars/celebrities).

The NEW third edition of Entertainment Marketing & Communications:

  • Promotes Active Learning!  Sample mini-campaigns are integrated at the end of each chapter.
  • Is Interdisciplinary!  Focus On Ethics vignettes within each chapter encourage readers to see both sides of an ethical issue generated by the realm of entertainment marketing.
  • Prepares Students!  Focus On Careers sections present profiles of men and women who hold entry and mid-level positions in the entertainment industry.
  • Is Practical!  Now Try This prompts at the end of each chapter promote a better understanding of content by engaging readers in interactive and experiential activities.
  • Promotes Discussion! Questions for discussion and review provide a platform for verbal debate and student engagement.
  • Is Easy-To-Adopt! PowerPoint© presentations and chapter questions (multiple choice, true-false and essay) are provided to all adopters.

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