entertainment marketing assignment

8/13/2019 Entertainment Marketing Assignment

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Entertainment MarketingAssignment



Critically examine the roles and output of Television, Radio and Movies with respect to their Value asa medium for Advertising for Corporations and Brands. Explain the pros and the cons and in whatsituations are these mediums apt for being used.

Television Radio and Movies are the three biggest mediums available to marketers nowadays, though‘Online marketing’ as a medium is growing at a mad pace . This is a result of growth in the number ofinternet users.

March, 2013 2,749 millions 38.8 % YoY I.T.U.

Although there are opportunities andlimitations with each medium, leveragingthe opportunities and making the best useof the resources is only possible when the

choice of the medium is right. Following arethe pros and cons of the mediums –

Television

Advertising on TV offers a number ofbenefits to businesses by incorporatingsound, images and movement to make thewhole package interesting for consumers.Ads that capture the attention of theaudience can start consumers talking,effectively reaffirming the advertisingmessage.

Television advertising is not the obviouschoice for most small firms because of

resource constraints or a weak ROI or both. However, if you want to engage and inspire your localmarket with a TV commercial, local television stations do offer low-budget advertising packages forsmall businesses. Ads are usually transmitted outside peak time. ITV, for example, offers regionaladvertising spots on ITV1, ITV2, ITV3 and ITV4, and it can help with production.

Advantages:

1. Caters to a Large AudienceOne of the benefits of TV advertising is its ability to communicate with a very large audience.It is a formof mass media, TV ads work well to attract attention, generate awareness and establish preference forproducts and services("Marketing With the End in Mind." - by Lin Grensing-Pophal) Because of the broadaudience they target--particularly through major TV networks--TV ads tend to provide general, ratherthan very specific, messages.

http://www.itu.int/

http://www.itu.int/



2. Ads on TV Get Your AttentionTV ads give you an opportunity to be creative and to give your business a real sense of personality.That's a great way to connect with customers and to build a loyal clientele that keeps coming back formoreDuracell Energizer Bunny, for instance, conducted one of the most successful and longest-running adcampaigns in television history just by showing a bunny working on Duracell lasts longer than any othercell. Is it effective? Sure. That mascot expresses the brand’s serious-about-fun personality better thanany realistic spot could. While a truly iconic TV mascot is not always possible, it still does the job ofadding a shot of much-needed personality into its consumer marketing mix.

3. Credibility increases

4. Adds Personality

Disadvantages:

1. It is Expensive

2. TV Ads are Hard to Change

3. TV Is a Mass Medium, Not a Targeted One

When should you use TV advertising?

a. A TV show has a specific viewer demographic. And it’s identical to your customer demographic. b. Your profit margin is large enough to cover a small conversion percentage. Real estate agencies

use TV advertising quite often. They can get a good ROI because even a single sale is worth a lot

to them.c. A TV advertisement is the only way to reach your potential customersd. A strong brand is especially valuable in your industry.(Auto Industry for ex)

Radio

Radio is probably not the first thing that comes to mind when you are thinking of ways to advertise yourbusiness. Especially in these days of social media and Facebook fan pages, radio might seem old-school.But radio can be an important part of your media strategy.

People listen to radio ads. Listeners just don't change radio stations in the same way that viewers flickthrough channels on the TV. This makes commercial radio an ideal medium for small businesses to reachout to new customers. With frequent airing of a radio commercial and listeners tuning in for hours at atime, it is possible to build a strong presence on the radio. The human voice is a powerful selling tool,conveying emotion and authority.Yet, while it is a given that radio’s audience i s the most universal, it is the creative development of thecommerci al and it’s accurate placement that is the ultimate key to a radio campaign’s success.

To do it right, we need to know the pros and cons.



Pros

We can target our advertising to a specific audience .Different radio stations have different formats, from news/talk to oldies to rock. Decide who we aretrying to reach (teenagers, families, urban men, suburban moms), and then choose the radio format thatreaches our audience.

A 30-second ad on radio is often less expensive than a 30-second TV ad and easier to produce.

Radio ads can be produced very quickly .Unlike television ads and unlike magazine print ads, we do not have to wait for the next issue to comeout.

Cons

While a reader can cut out the print ad and save it for later use, a radio ad is very ephemeral, playing

over the radio for a minute or less.

There are slots of peak viewership.Morning and evening commutes are key times when many businesses want their ads to run, and thereare only so many spots to go around. This can drive up the cost for those choice time slots.

Radio can often be background noise. There is a need to run the ad more than a few times in order for it to make an impact.

Movie advertising

It is a new way for marketers to show off their brands in a subtle way either in a movie or in the theatre.I’ll be talking about in – theatre advertising.

Cinema Advertising

There are various advantages of Cinema Advertising-

1. The distinct advantage of cinema advertising is that your audience is captive, local and totallyfocused on the screen.

2. A local ad on the big screen will be watched and absorbed by the audience without distraction.3. Unrivalled advertising impact4. Sought after and local demographics5. Fully accountable audience measurement system

70% of all movie goers in a recent survey conducted could recall specific cinema advertising. It has beenproven that cinema advertising has 5 times the retention of TV advertising!



Cinema, television and radio adverts can deliver massive audiences to the advertiser. What's more,these are sophisticated media, offering unique creative opportunities to build atmosphere, conveyemotion and fully engage the viewer or listener.



Investigate the challenges faced for Home Entertainment or Subscriber Networks to become a highlyused medium for Entertainment in India.

There could be several reasons responsible for the limited success Home Entertainment or SubscriberNetworks have met in India.

1. No awarenessAwareness about home entertainment system in India is relatively quite low as compared toother countries. People are not aware of the benefits of HES, and how they can avail all theservices. Sometimes language becomes the problem.

2. ExpensiveRight now, the industry is at its nascent stage. It has just started to pick up and recover theinvested money, hence the prices are steep.

3. Not enough content availableOther major reason could be non-availability of content required. For example: If a subscriber

wishes to see a movie in any regional language, it should be available. If it is not the subscribermay nor may not use the services again.

4. Difficulty in paymentMicropayment transactions, suited for low value high volume products, may prove to be abottleneck if the process is not smooth enough. Instant payment options always enhancecustomer experience.

5. Technology crunchIt may involve complex machinery, seamless network etc.



3) Examine any specific format of Sports Entertainment in the world and critically look at its possibleevolution in the future for improving its Entertainment quotient.

According to Wikipedia.org, Sports entertainment is a type of spectacle which presents anostensibly competitive event using a high level of theatrical flourish and extravagant presentation, withthe purpose of entertaining an audience. Unlike typical athletics and games, which are conducted forcompetition, sportsmanship, exercise or personal recreation, the primary product of sportsentertainment is performance for an audience's benefit, thus they are never practiced privately.Commonly, but not in all cases, the outcomes are predetermined; as this is an open secret, it is notconsidered to be match fixing.The film Idiocracy portrays a future where sports entertainmentpermeates the global culture: the president is an active champion professional wrestler and capitalpunishment consists of a combination demolition derby, monster truck event and gladiator duel, and isa highly popular television broadcast.

Badminton as a sport is quite popular among young people but very few are interested in taking it up

professionally. Recently, it changed its format to appeal to much younger generation. Indian BadmintonLeague, as the tournament was christened, became popular and grossed average ratings if not lowduring the game play.

This format is totally new, and it would be immense pleasure to see the format pick up. This is enabledby convenience, shorter formats etc.

Like IPL, IBL required auctioning of players, which is a huge benefit for players worldwide. BL is based onthe Sudirman Cup format. But IBL’s major difference would be an additional men’s singles match insteadof the women’s doubles. So a typical face -off would have two men’s, one women’s singles, one men’sdoubles and one mixed doubles matches played back-to-back. The entire engagement is expected to last

about three hours. In the group stage, all five matches in a contest must be completed, even if a teamwins the first three. In the knockout phase, the team winning the first three advances to the next stageand need not play the remaining two. In a round-robin format, each team plays the other in a leaguespread across six cities.

In the future, following changes can possibly improve its entertainment quotient:

1. Indian Badminton League is only 3 weeks only. It can surely be stretched further like ChinaLeague which is spread over 6 months.

2. Better coverage, better angles. In the future, technology will surely enhance the way we watchdigital content.

3. Right now the game follows Sudirman Format. With passage of time and with the demand, anew format can quickly come up like T20 for Cricket.

4. Other technological innovations, like score-on-the-go(instant updates), instant ticket bookingetc can help primp up the popularity of sport among its fan base.

entertainment marketing assignment

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