Entertainment Marketing

Assignment

Critically examine the roles and output of Television, Radio and Movies with respect to their Value as a medium for Advertising for Corporations and Brands. Explain the pros and the cons and in what situations 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 of internet users. March, 2013 2,749 millions 38.8 % YoY I.T.U.

Although there are opportunities and limitations with each medium, leveraging the opportunities and making the best use of the resources is only possible when the choice of the medium is right. Following are the pros and cons of the mediums Television Advertising on TV offers a number of benefits to businesses by incorporating sound, images and movement to make the whole package interesting for consumers. Ads that capture the attention of the audience can start consumers talking, effectively reaffirming the advertising message. Television advertising is not the obvious choice for most small firms because of resource constraints or a weak ROI or both. However, if you want to engage and inspire your local market with a TV commercial, local television stations do offer low-budget advertising packages for small businesses. Ads are usually transmitted outside peak time. ITV, for example, offers regional advertising spots on ITV1, ITV2, ITV3 and ITV4, and it can help with production. Advantages: 1. Caters to a Large Audience One of the benefits of TV advertising is its ability to communicate with a very large audience.It is a form of mass media, TV ads work well to attract attention, generate awareness and establish preference for products and services("Marketing With the End in Mind." - by Lin Grensing-Pophal) Because of the broad audience they target--particularly through major TV networks--TV ads tend to provide general, rather than very specific, messages.

2. Ads on TV Get Your Attention TV 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 for more Duracell Energizer Bunny, for instance, conducted one of the most successful and longest-running ad campaigns in television history just by showing a bunny working on Duracell lasts longer than any other cell. Is it effective? Sure. That mascot expresses the brands serious-about-fun personality better than any realistic spot could. While a truly iconic TV mascot is not always possible, it still does the job of adding 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 its 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 customers d. 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 your business. 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 flick through channels on the TV. This makes commercial radio an ideal medium for small businesses to reach out to new customers. With frequent airing of a radio commercial and listeners tuning in for hours at a time, 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 radios audience is the most universal, it is the creative development of the commercial and its accurate placement that is the ultimate key to a radio campaigns 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 are trying to reach (teenagers, families, urban men, suburban moms), and then choose the radio format that reaches 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 come out. 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 there are 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. Ill be talking about in theatre advertising. Cinema Advertising There are various advantages of Cinema Advertising1. The distinct advantage of cinema advertising is that your audience is captive, local and totally focused on the screen. 2. A local ad on the big screen will be watched and absorbed by the audience without distraction. 3. Unrivalled advertising impact 4. Sought after and local demographics 5. Fully accountable audience measurement system 70% of all movie goers in a recent survey conducted could recall specific cinema advertising. It has been proven 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, convey emotion and fully engage the viewer or listener.

Investigate the challenges faced for Home Entertainment or Subscriber Networks to become a highly used medium for Entertainment in India. There could be several reasons responsible for the limited success Home Entertainment or Subscriber Networks have met in India. 1. No awareness Awareness about home entertainment system in India is relatively quite low as compared to other countries. People are not aware of the benefits of HES, and how they can avail all the services. Sometimes language becomes the problem. 2. Expensive Right now, the industry is at its nascent stage. It has just started to pick up and recover the invested money, hence the prices are steep. 3. Not enough content available Other 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 subscriber may nor may not use the services again. 4. Difficulty in payment Micropayment transactions, suited for low value high volume products, may prove to be a bottleneck if the process is not smooth enough. Instant payment options always enhance customer experience. 5. Technology crunch It may involve complex machinery, seamless network etc.

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

According to Wikipedia.org, Sports entertainment is a type of spectacle which presents an ostensibly competitive event using a high level of theatrical flourish and extravagant presentation, with the purpose of entertaining an audience. Unlike typical athletics and games, which are conducted for competition, sportsmanship, exercise or personal recreation, the primary product of sports entertainment 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 not considered to be match fixing.The film Idiocracy portrays a future where sports entertainment permeates the global culture: the president is an active champion professional wrestler and capital punishment consists of a combination demolition derby, monster truck event and gladiator duel, and is a 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 Badminton League, as the tournament was christened, became popular and grossed average ratings if not low during the game play. This format is totally new, and it would be immense pleasure to see the format pick up. This is enabled by convenience, shorter formats etc. Like IPL, IBL required auctioning of players, which is a huge benefit for players worldwide. BL is based on the Sudirman Cup format. But IBLs major difference would be an additional mens singles match instead of the womens doubles. So a typical face-off would have two mens, one womens singles, one mens doubles 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 team wins the first three. In the knockout phase, the team winning the first three advances to the next stage and need not play the remaining two. In a round-robin format, each team plays the other in a league spread 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 China League which is spread over 6 months. 2. Better coverage, better angles. In the future, technology will surely enhance the way we watch digital content.

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

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