Focal Press Book: Transmedia Marketing: From Film and TV to Games and Digital Media (Hardcover)

Focal Press Book: Transmedia Marketing: From Film and TV to Games and Digital Media (Hardcover)

Focal Press Book: Transmedia Marketing: From Film and TV to Games and Digital Media (Hardcover)

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Focal Press Book: Transmedia Marketing: From Film and TV to Games and Digital Media (Hardcover)

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Product Highlights

  • Author: Anne Zeiser
  • Format: Hardcover
  • Pages: 450
  • Publication Date: June 2015
  • New Media Marketing
  • Advice from Industry Professionals
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  • 1Description

Focal Press's Transmedia Marketing: From Film and TV to Games and Digital Media skillfully guides media makers and marketers through the rapidly changing world of entertainment and media marketing. Its approach integrates storytelling and marketing content creation across multiple media platforms, harnessing the power of audience to shape and promote your story.

Through success stories, full-color examples of effective marketing techniques, and insight from top entertainment professionals, Transmedia Marketing covers the fundamentals of 21st century marketing and content planning. You'll master the strategy behind conducting research, identifying target audiences, setting goals, and branding your project. You will learn first-hand how to execute your plan's publicity, events, advertising, trailers, digital and interactive content, and social media. Transmedia Marketing enlivens these concepts with hundreds of vibrant examples from across media platforms, real-world advice from 45 leading industry professionals, powerful in-depth case studies showing successful approaches, and extensive web content with other media materials.

Anne Zeiser is a critically-acclaimed producer and media strategist who has stewarded iconic series for PBS, produced news for CBS, managed national brands for marketing firms, and founded Azure Media, which develops transmedia projects on air and online. With media partners from PBS and the BBC to Miramax and Sikelia Productions, Zeiser has successfully launched and marketed film studios and media organizations, feature and documentary films, television series and specials, mobile games and apps, and online video and media communities.

Zeiser is a member of the National Academy of Television Arts & Sciences, a board member of the Filmmakers Collaborative, and an adjunct professor at Emerson College. She contributes to the Huffington Post and has been a featured speaker at American Film Market, Making Media Now, AFI Docs, StoryCode, and the Asia Society.

 

Contents
  • Acknowledgements
  • Preface
  •  
  • Chapter 17 - Markets, Festivals, and Trade Events
  • Chapter 18 - Awards
  • Chapter 19 - Strategic Partners
  • Chapter 20 - The Art of Art
  • Chapter 21 - The Open and Title Sequence
  • Chapter 22 - Trailers, Promos, and Sizzlers
  • Chapter 23 - The Media Plan
  • Chapter 24 - Advertising Creative
  • Chapter 25 - Advertising Context
  • Chapter 26 - Online and On-the-go Marketing
  • Chapter 27 - The Social Screen
  • Chapter 28 - Interactive Content and Marketing
  • Chapter 29 - Media-fueled Social Impact
  • Chapter 30 - Measuring Outcomes
  • Chapter 31 - Transmedia Marketing Case Studies
  • Chapter 32 - Market It!
Part 1: 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
    • Marketing 101
    • Who Owns Transmedia Marketing?
    • A Marketing Inspiration - Apple
Part 2: 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
  • 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

 

Part 3: 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
  • 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

 

Part 4: 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
    • 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

 

Part 5: 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
    • The Awards Process
    • Awards and For Your Consideration Campaigns
    • Entertainment Marketing Awards
  • Chapter 19 - Strategic Partners
    • The Power of "Us"
    • Partnership Criteria
    • A Partnership Strategy - Martin Scorsese Presents the Blues
Part 6: Reaching Your Public - Visual Expression
  • Chapter 20 - The Art of Art
    • Concept Art and Key Art
    • Posters and One-Sheets
    • Collateral
  • Chapter 21 - The Open and Title Sequence
    • Purpose and Inspirations
    • How to Open
  • Chapter 22 - Trailers, Promos, and Sizzlers
    • Trailers and Teasers
    • Sizzle Reels
Part 7: Reaching Your Public - Advertising
  • Chapter 23 - The Media Plan
    • Media Planning
    • What's a GRP?
    • Fishing Where the Fish Are
    • Entertainment Media Plans
  • Chapter 24 - Advertising Creative
    • Ads for the Ages
    • Twenty-First Century Entertainment Creative
    • Sample Advertising Creative - Martin Scorsese Presents the Blues
  • Chapter 25 - Advertising Context
    • Physical Context
    • Native Ads and Brand Integration
    • Cultural Context
Part 8: Reaching Your Public - Digital and Viral
  • Chapter 26 - Online and On-the-Go Marketing
    • Content Creation and Curation
    • Web Sites
    • Blogs, Pods, and Vlogs
    • Search Engine Optimization - SEO
    • Online Visuals and Video
  • Chapter 27 - The Social Screen
    • Social Storytellers and Ambassadors
    • Trending and Viral
    • Socializing Real Worlds
    • Socializing Fictional Worlds
  • Chapter 28 - Interactive Content and Marketing
    • Internal vs. External Motivations
    • Alternative Reality Games
    • Interactive Storytelling Gamification
Part 9: Finding Success
  • Chapter 29 - Media-Fueled Social Impact
    • A Greater Purpose
    • Transmedia Social Impact Campaigns
    • Lights, Camera, Social Action
  • Chapter 30 - Measuring Outcomes
    • Goals Meets Impacts
    • Metrics That Matter
    • Anecdotes That Amplify
    • An Evaluation - Martin Scorsese Presents the Blues
  • Chapter 31 - Transmedia Marketing Case Studies
    • A.I. Artificial Intelligence's "The Beast" - Participatory Triba
      • Audiences
    • Mad Men - Branding the American Dream
    • Lizzie Bennet Diaries - Perspective Storytelling
    • Here Comes Honey Boo Boo
    • "Watch 'n' Sniff" Premiere Event
      • Socialized Talent and Content
  • Chapter 32 - Market It!
    • The Business of Show Business
    • Pitch Perfect
    • Your Transmedia Future
  • Index
Table of Contents
  • 1Description
Subject Media Marketing
Author Anne Zeiser
Hard/Soft Cover Hardcover
Pages 450
ISBN Number 9780415716109
Publisher Focal Press
Date Published June 2015
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