ISBN:
9781315880112
Language:
English
Pages:
Online-Ressource
,
color illustrations
Edition:
Online-Ausg.
Series Statement:
American Film Market Presents
Parallel Title:
Print version Transmedia Marketing : From Film and TV to Games and Digital Media
DDC:
302.23068/8
Keywords:
Digital media Marketing
;
Mass media Marketing
;
Marketing Technological innovations
Description / Table of Contents:
""Cover""; ""Title""; ""Copyright""; ""Dedication""; ""Contents""; ""Acknowledgments""; ""Preface""; ""I INTRODUCTION TO TRANSMEDIA MARKETING""; ""Chapter 1 Media Makers = Media Marketers""; ""Technology-The Great Equalizer""; ""A Maker and Marketer Culture""; ""Be Your Project's CEO""; ""Transmedia Marketing for Impact""; ""Chapter 2 Be Transmedia""; ""Roots and Definition""; ""Bridging Media Making and Marketing""; ""Transmedia Storytelling""; ""Transmedia Platforms""; ""Chapter 3 Harness Your Inner Marketer""; ""Marketing Is Fun and Scientific""; ""Good Marketing Looks Easy""
Description / Table of Contents:
""Marketing 101""""Who Owns Transmedia Marketing?""; ""A Marketing Inspiration-Apple""; ""II MARKETING PLANNING""; ""Chapter 4 The Marketing Plan""; ""Why Plan?""; ""Plans That Work""; ""Elements of a Sound Marketing Plan""; ""A Sample Plan-Martin Scorsese Presents the Blues""; ""Chapter 5 Know Your Media Project""; ""What Is It Really?""; ""Situation Analysis""; ""Seizing the Opportunities""; ""Overcoming the Challenges""; ""Chapter 6 Research to Win""; ""Secondary and Primary Research""; ""Quantitative and Qualitative Research""; ""Research in Media and Entertainment""
Description / Table of Contents:
""Chapter 7 Audience, Audience, Audience""""Why Audience Rules""; ""Identifying and Targeting Your Audiences""; ""Engaging and Rewarding Your Audiences""; ""Chapter 8 Goals and Objectives""; ""Goals-Definition and Examples""; ""Objectives-Definition and Examples""; ""Connecting Goals to Results""; ""III THE CREATIVE PROCESS""; ""Chapter 9 Branding""; ""Brand Discovery through Archetypes""; ""Brand Positioning and Expressions""; ""The Creative Brief""; ""Chapter 10 What's in a Name?""; ""The Good Title Checklist""; ""The Bad and the Ugly""; ""Finding Your Title""
Description / Table of Contents:
""Chapter 11 Visual and Aural Identity""""Logos""; ""Graphics and Art""; ""The Graphic Style Guide""; ""Sound and Music""; ""A Rebrand-Masterpiece Theatre Meets Masterpiece""; ""Chapter 12 Positioning and Messaging""; ""Honing Your Message""; ""A Story in a Logline""; ""Developing Taglines""; ""Pitch Points""; ""Choosing Spokespeople""; ""IV INFLUENCE THE INFLUENCERS-PRESS AND PUBLICITY""; ""Chapter 13 The Project Launch""; ""Target Audience Strategy""; ""Timing""; ""The Launch Vehicle""; ""Chapter 14 Media Relations""; ""Advertising vs. Publicity""; ""Journalists vs. Bloggers""
Description / Table of Contents:
""Entertainment Publicity""""Chapter 15 Press Materials""; ""Writing Good Press Copy""; ""Press Releases""; ""Press Kits""; ""Photography and Art""; ""Pitch Letters""; ""Chapter 16 Media Events""; ""Choosing Talent""; ""Press Conferences""; ""Media Tours and Press Junkets""; ""All-purpose Events""; ""Public Speaking""; ""V INFLUENCE THE INFLUENCERS-A-LIST VEHICLES""; ""Chapter 17 Markets, Trade Events, and Festivals""; ""Markets and Trade Shows""; ""Festivals""; ""General Festivals and Events""; ""A Sundance Film Festival Strategy-Martin Scorsese Presents the Blues""; ""Chapter 18 Awards""
Description / Table of Contents:
""The Awards Process""
Note:
Includes index
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