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22 Cards in this Set
- Front
- Back
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Entertainment Marketing- |
The techniques and strategies developed to elicit payment for activities that amuse us and involve us |
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Experimental Marketing |
Messages designed to increase a purchase intention for a product or service through the fusion of activity with brands. |
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Madison-Vine Approach |
The merging of advertisements and entertainment to create new avenues for reaching consumers. |
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Convergence Marketing |
Mixing,matching, and molding content media and adverting. |
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Experimental Marketing |
customers can experience brand before they buy it. |
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Stealth Marketing |
undercover marketing (when actors are paid to mingle with the target audience. ) |
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Big Agencies |
entertainment providers and corporations |
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Venue as Servicescape |
A hybrid of performance and experience venues, market places and consumptions sites. |
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Three most important elements in venue design and management. |
Aesthic, functional, cross |
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Target Segment |
The subgroup of the larger market and chosen as the focal point for a marketing program and advertising program. |
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Market Niche |
Small Group of consumers with a unique set of needs and the willingness to pay a premium price to a firm that meets those needs. |
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Value Proposition |
Statement of functional, emotinal self-expressive and social benefits that are delivered by the branded provide valet the consumers in the target segment. |
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Situation analysis |
Gathering corporate and industry data as well as determining, the social ,economic,technical,political and legal environments in which the campaign is situated. |
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SWOT Analysis |
Acts in accounting of the brands marketplace equity. It will help to determine the brands strengths and weakness, opportunity and threats. |
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State the problem and the campaign |
Campaign Development |
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Conduct a situational analysis |
Campaign Development |
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SWOT analysis of the property and brand |
Campaign Development
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Characterize the target audience |
Campaign Development
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Determine the brand positioning strategy |
Campaign Development
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Allocate a budget |
Campaign Development
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Develop message strategies |
Campaign Development
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Set Evaluation Criteria |
Campaign Development
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