Our Merged, Merged World

Our Merged, Merged World

Chapter 2Chapter 2

Technology Shifts the Industry

Technology Shifts the Industry

From mass to personal entertainment(online games)

Pre-packaged to self-generated content(blogs)

Episodic to persistent experiences(constant interaction - iPods)

Virtual to imbedded(fused experiences - cell phone movies)

From mass to personal entertainment(online games)

Pre-packaged to self-generated content(blogs)

Episodic to persistent experiences(constant interaction - iPods)

Virtual to imbedded(fused experiences - cell phone movies)

New Form of Content Delivery

New Form of Content Delivery

Internet influenceInternet influence

Search enginesGlobal use with Asia leadingVideo games on lineDownloading mediaInstant informationShopping function

Search enginesGlobal use with Asia leadingVideo games on lineDownloading mediaInstant informationShopping function

Online GamingOnline Gaming

Global entertainmentGlobal entertainment

standardized content^

Global TV ^ film, cruise ships Localmessage theme parks ^ theater

message^^

customized content

standardized content^

Global TV ^ film, cruise ships Localmessage theme parks ^ theater

message^^

customized content

Transnational Media (TNMC)

Transnational Media (TNMC)

Bertlesmann Germany Books, filmNBC Universal USA TV, film, parksNews Corp Australia TV,film, broadcastSony Japan games, filmTime-Warner USA cable, music, filmViacom USA TV, film, DVDDisney USA theme parks, film

merchandise

Bertlesmann Germany Books, filmNBC Universal USA TV, film, parksNews Corp Australia TV,film, broadcastSony Japan games, filmTime-Warner USA cable, music, filmViacom USA TV, film, DVDDisney USA theme parks, film

merchandise

ConvergenceConvergence

Madison & Vine dynamic themes1. Reject status quo - change a must2. Collaborate - TV, marketing, ad, PR3. Accountability – bottom-line ROI4. Flexibility - adapt branded entertainment5. Audience collaboration in content6. Respect the audience - from intrusion to

invitation

Madison & Vine dynamic themes1. Reject status quo - change a must2. Collaborate - TV, marketing, ad, PR3. Accountability – bottom-line ROI4. Flexibility - adapt branded entertainment5. Audience collaboration in content6. Respect the audience - from intrusion to

invitation

Ongoing ConvergenceOngoing Convergence

Celebrity fashion showsReality television with product

placementBranded filmsBranded CDs, music as advertising

What other examples can you recall?

Celebrity fashion showsReality television with product

placementBranded filmsBranded CDs, music as advertising

What other examples can you recall?

Reality shows use product placement to pay for

production

Reality shows use product placement to pay for

production

Experiential marketingExperiential marketing

Drives purchases across age, gender and ethnicity

Increases purchase consideration Influential on brand image Participation yields favorable brand

receptivityHave you climbed a rock at REI? Used a

Cuisinart blender in a store demo?

Drives purchases across age, gender and ethnicity

Increases purchase consideration Influential on brand image Participation yields favorable brand

receptivityHave you climbed a rock at REI? Used a

Cuisinart blender in a store demo?

Entertainment Ad Agencies

agency client

Entertainment Ad Agencies

agency clientMcCann EricksonGotham AdvertisingBuena Vista MarketingDiMassimo Carr BrandLeo Burnett Advert.Starcom MediaGrey AdvertisingInitiative LAMasivmediaMedia Vest USA

McCann EricksonGotham AdvertisingBuena Vista MarketingDiMassimo Carr BrandLeo Burnett Advert.Starcom MediaGrey AdvertisingInitiative LAMasivmediaMedia Vest USA

Sony Entertainment Sony/BMG Walt Disney

Warner Brothers ABC Cable Network

NBC Universal

Sony Entertainment Sony/BMG Walt Disney

Warner Brothers ABC Cable Network

NBC Universal

Stealth MarketingStealth Marketing

1. Uses a battle strategy of covert activity Visible product in social settings Internet chat rooms2. Ad agency self-promotion to create

buzz3. Posing as a researcher to promote4. Industry consolidation and cross-

pollination - tie-ins

1. Uses a battle strategy of covert activity Visible product in social settings Internet chat rooms2. Ad agency self-promotion to create

buzz3. Posing as a researcher to promote4. Industry consolidation and cross-

pollination - tie-ins

Macy’s Day Parade Tie-insMacy’s Day Parade Tie-ins

QuestionsQuestions

1. What other entertainment - advertising merger examples can you site?

2. How does experiential marketing differ from marketing entertainment experiences?

3. How has digitalization changed the focus of entertainment for providers of children’s television and gaming?

4. What ethical issues are inherent in the “Grand Theft Auto” game?

1. What other entertainment - advertising merger examples can you site?

2. How does experiential marketing differ from marketing entertainment experiences?

3. How has digitalization changed the focus of entertainment for providers of children’s television and gaming?

4. What ethical issues are inherent in the “Grand Theft Auto” game?