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MKT 499 Week 4 Notes

by: Emily Laurienti

MKT 499 Week 4 Notes MKT 499

Emily Laurienti

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About this Document

These notes cover Thursday's lecture on marketing strategy. If you have any questions, feel free to email me at
The Art and Science of Producing and Marketing a Blockbuster
Prof. Gene Delvecchio
Class Notes
Marketing, business, blockbuster, movie
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This 3 page Class Notes was uploaded by Emily Laurienti on Friday September 16, 2016. The Class Notes belongs to MKT 499 at University of Southern California taught by Prof. Gene Delvecchio in Fall 2016. Since its upload, it has received 8 views. For similar materials see The Art and Science of Producing and Marketing a Blockbuster in Marketing at University of Southern California.


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Date Created: 09/16/16
9.15.16 Employing Smart Marketing Strategy  Marketing—an activity and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large o Includes developing the product itself o Digital marketing o 2 way/ interactive o C2C sharing/social media o C2B2C businesses—Uber o Co-creation  Marketing strategy is designed to o Select and understand the optimum target audience and potential to expand  Identify primary and secondary audience  Identify genre of interest  Expand target audience by cutting different trailers to target different segments; alter where you place ads  Higher female audience on Instagram  ESPN ad space to target male audience  Consider how parts of the story could be changed to reach more of an audience (add romance, add a strong male lead)  18-39 has the highest concentration of frequent moviegoers—capturing both parents and kids expands audience immensely  Look at the gender split of similar films to consider how your film might do and how you could capture more customers o Create synergy across internal divisions and among promotional partners  Synergy is used across internal divisions and external promotional partners to maximize awareness, interest, and purchase  Disney has high internal synergy because they’re so huge—movies cross over into theme parks and consumer products and media networks and interactive entertainment o Space Mountain changing themes to Star Wars  Internal synergy can start way before film launch and closer to the release  External partners get more involved closer to the film’s release to create toys, video games, apparel, etc. o Understand the communication tools and role each plays, while using them in an integrated manner—these are starting to blend together as companies can take advantage of technology  Public Relations—paid efforts to generate interest via non-paid sources such as news, stories, interviews, events, etc. This creates early buzz and also does damage control when needed  Pre-sale—creates awareness and generates interest  Advertising—paid efforts to motivate sales via trailers, commercials, billboards, print ads, radio, etc.  From generating awareness all the way through sale  Direct Marketing—to motivate sales via direct mail, telemarketing, mobile, etc.  Used to capture interest all the way through purchase  Consumer Promotions—entice via incentives such as contests, prizes, coupons, sweepstakes, etc.  Causes involvement and generates sales  Digital/Viral Marketing—efforts to motivate sales via social media/internet/mobile  Involved all the way through awareness/building an image, generating interest, causing involvement and driving purchases o Create and display the Marketable Artistry  Develop the idea with an audience and marketing in mind  Target the kid in all of us  Include highly marketable scenes  Include marketable dialogue (may the force be with you)  Create news that marketers can use  Barbie runs for president every four years  Create marketability via an enticing positioning  Come up with an enticing and short title  Use the heart of the story in all ads  Allow audiences to live through the story  Teasers and trailers  Trailer/Teaser #1—6-12 months before premiere, give just enough to generate awareness and a little detail of overall story  Trailer #2—4 months before premiere, generate added awareness and excitement for characters. Gives basic plot but leaves suspense  Trailer #3—1-2 months prior to premiere. Shows new scenes to expand story and keep interest but doesn’t tell all o Intentionally keep story components hidden  Television Commercials—generate awareness and intrigue by telling audiences of a coming film  Several produced  Those with broad appeal used for network shows  Narrow appeal used for shows with targeted audiences  Print Ads—key art used for posters to extend awareness and interest  Single image needs to emote with key visuals and tagline  Consider endorsement from critics after opening weekend  In-Theater Standees—generate interest and are often interactive  Innovative Venues—intended to generate awareness and intrigue by placement in unusual and eye-catching places  Bus stops  Buses  Buildings  Elevator doors  Restrooms o Develop the Brand ID/Style Guide  Brand—sum total of the whole offering  Tangible product/services and emotional/rational benefits  Personality  Marketing elements  Corporate activities  Emotional connection to the consumer  Legally—name, term, design, symbol, etc. that identifies one seller’s goods as distinct from other’s  Brand ID—all elements above that add/detract value o Create the best distribution  Follow your target audience throughout the day to pinpoint where you can insert a relevant message o Set and allocate a marketing budget


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