Home > Store

Definitive Guide to Entertainment Marketing, The: Bringing the Moguls, the Media, and the Magic to the World, 2nd Edition

Register your product to gain access to bonus material or receive a coupon.

Definitive Guide to Entertainment Marketing, The: Bringing the Moguls, the Media, and the Magic to the World, 2nd Edition


  • Your Price: $37.59
  • List Price: $46.99
  • Usually ships in 24 hours.



The leading guide to entertainment marketing: fully updated and expanded to cover new players, platforms, techniques, and global opportunities. 

  • Up-to-the-minute coverage of film, cable, broadcast, sports, publishing, new media, social communities, and electronic gaming platforms
  • Reflects powerful trends ranging from smartphones to globalization
  • Shows how marketers integrate advertising, promotion, PR, and online content distribution
  • By industry insiders with decades of experience as leaders and consultants


  • Copyright 2013
  • Dimensions: 7" x 9-1/8"
  • Pages: 304
  • Edition: 2nd
  • Book
  • ISBN-10: 0-13-419467-5
  • ISBN-13: 978-0-13-419467-7

Entertainment Marketing NOW:

Every Platform, Technology, and Opportunity

Covers film, cable, broadcast, music, sports, publishing, social media, gaming, and more

Reflects powerful trends ranging from smartphones to globalization

Demonstrates breakthrough strategies integrating advertising, promotion, PR, and online content distribution

By industry insiders with decades of experience as leaders and consultants

Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever–and it’s changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrow…any content, on any platform, in any market, worldwide.


You’ll master innovative new ways to grab consumers’ attention and wallets fast…make your experiences wannasee, haftasee, mustsee…drive more value through social platforms, mobile technologies, and integrated marketing strategies…overcome challenges ranging from bad buzz to piracy…fully leverage licensing, merchandising, and sponsorships…and successfully market all forms of entertainment.

Sample Content

Table of Contents

Introduction Let Us Entertain You     1
The Market for Marketing—and Marketing Professionals     2
What Sets Entertainment Marketing Apart?     5
New Channels, New Challenges     6
Marketing to the Mass     6
The Digital Disruption     7
A Marketer’s Manifesto     9
Chapter 1 Begin with the Basics: The What and Where of Entertainment
Marketing     11
The Four Cs     11
The First C: Content     13
The Second C: Conduit     16
The Third C: Consumption     16
The Fourth C: Convergence     17
Summary     22
Chapter 2 Getting the Product to Market: Who and How     23
Molding the Message     23
In the Good Old Days     24
Vive La Revolution!     25
Super-Size Me     26
Decisions, Decisions     29
Summary     43
Chapter 3 Marketing Movies: Building Wannasee, Haftasee, and Mustsee     45
Big Numbers for the Big Screen     45
A Bit of Background     47
Reducing Risk: High Concept Films     48
Dum-Dum....Dum-Dum     48
Reducing Risk: Hollywood Meets Madison Avenue     50
Behind the Scenes: The P     53
Out the Door and Onto the Streets: Distribution      55
Theaters: Still Big Box Office     57
Movie Marketing: Who Are the Targets?     58
Marketing Methods     61
Ticket Presale Conduits     65
The Oscars—A Powerful Mrketing Tool     65
Techno Tools     66
Planes, Trains, Automobiles—and More     67
Independent Films     67
Summary     72
Further Reading     73
Magazines to Devour     73
Chapter 4 The Business of Broadcasting: Network TV, Syndication, and Radio     75
Broadcast Basics     75
Local Television Stations     80
The Basics of TV Ratings     82
Promotion and Marketing     89
Syndication     93
What’s Mine Is Not Yours: The Impact of Technology     98
Noncommercially Driven Broadcasting     99
Summary: Network TV and Syndication     101
Radio     101
Summary: Radio     111
For Further Reading     111
Magazines to Devour     111
Chapter 5 The Rising Tide of Technology: Television Content Delivery in a Digital Age     113
The Multichannel Video Universe    113
Beyond Basic     125
Media, Marketing, and Money     127
The Search for Subscribers     130
Cable Television: A Marketing Powerhouse     132
Summary     133
For Further Reading     133
Chapter 6 Digital Disruption     135
Cable Levels Off: The Era of New Challenges     135
Over the Top     139
Disruptive Conduits     141
Summary     146
For Further Reading     146
Chapter 7 Publishing: The Printed Word Goes Digital     147
In the Beginning     147
Books     148
Marketing Books     157
Discoverability     162
Branding     164
The Changing Publishing Environment     166
Summary: Books     169
Newspapers and Magazines     169
Summary: Newspapers and Magazines     173
Summary: Publishing     173
For Further Reading     173
Chapter 8 A Handful of Content: Games, Mobile Applications, and Mobile Marketing     175
The Game’s Afoot     175
Going Mobile     179
Mobile Marketing     183
Summary: Games, Mobile Applications, and Mobile Marketing     185
For Further Reading     186
Chapter 9 The Universal Language: Music      187
They’re Playing Our Song     187
The Three Forms of Property     188
Major Players     189
The Music Development Process     191
The Changing Face of Distribution     193
Reaching the Masses     195
Marketing the Music     199
Market Segments     200
Musical Theater     204
Billboard: The Bible of the Business     208
Summary     208
For Further Reading     208
Chapter 10 Major Leagues, Major Money: Sports     211
This Sporting Life     211
Major League Sports     214
The Rest of the Story     224
The Business of Brands: Licensing and Sponsorship     227
Technology Trends     231
Marketing Challenges     234
Summary     236
For Further Reading     236
Chapter 11 On the Road: Travel and Tourism     237
Travelin’ On     237
Building the Plan     239
Advertising, Publicity, and Promotion     243
Creating an Identity     243
The Dynamics of Travel and Tourism Marketing     247
Relationship Marketing     251
Other Destination Entertainment     254
Summary     263
For Further Reading     263
Chapter 12 What’s Next: A Global Snapshot    265
Global Regions: North America    267
Global Regions: Latin America     268
Global Regions: EMEA     271
Global Regions: Asia Pacific     274
Summary     276
Conclusion Where Do We Go from Here?     277
Who: The Consumer     277
What: Technology and Trends     278
Why: The More Things Change     278
Where: Where Do You Want It?     279
When: Get Onboard     279
Index     281


Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020