- 450 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
About this book
Transmedia Marketing: From Film and TV to Games and Digital Media skillfully guides media makers and media marketers through the rapidly changing world of entertainment and media marketing. Its groundbreaking transmedia 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 in action, and insight from top entertainment professionals, Transmedia Marketing covers the fundamentals of a sound 21st century marketing and content plan. You'll master the strategy behind conducting research, identifying target audiences, setting goals, and branding your project. And, you'll 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 – The Hunger Games, Prometheus, The Dark Knight, Bachelorette, The Lord of the Rings, Despicable Me 2, Food, Inc., Breaking Bad, House of Cards, Downton Abbey, Game of Thrones, Top Chef, Pokémon, BioShock Infinite, Minecraft, Outlast, Titanfall, LEGO Marvel Super Heroes, Halo 4, Lonelygirl15, Annoying Orange
- Real-world advice from 45 leading industry writers, directors, producers, composers, distributors, marketers, publicists, critics, journalists, attorneys, and executives from markets, festivals, awards, and guilds
- Powerful in-depth case studies showcasing successful approaches – A.I. Artificial Intelligence, Mad Men, Lizzie Bennet Diaries, Here Comes Honey Boo Boo, and Martin Scorsese Presents the Blues
- Extensive Web content at www.transmediamarketing.com featuring a primer on transmedia platforms – film, broadcast, print, games, digital media, and experiential media; expanded case studies; sample marketing plans and materials; and exclusive interviews
With Transmedia Marketing, you'll be fully versed in the art of marketing film, TV, games, and digital media and primed to write and achieve the winning plan for your next media project.
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Please note we cannot support devices running on iOS 13 and Android 7 or earlier. Learn more about using the app.
Yes, you can access Transmedia Marketing by Anne Zeiser in PDF and/or ePUB format, as well as other popular books in Media & Performing Arts & Film & Video. We have over one million books available in our catalogue for you to explore.
Information
Index
- @MarsCuriosity 367
- 2 Broke Girls 270
- 20 Feet From Stardom 221
- 2001: A Space Odyssey 341
- 360i 339
- The 39 Clues 346
- 42 Entertainment 343, 344, 394
- 60 Minutes 130, 273
- A&E cable channel 285, 294
- AAA publishers 156, 258, 285, 336
- ABC 23, 35, 96, 141, 145, 158, 198, 223, 269, 279, 292, 295
- Abrams, J.J. 268
- Absolut Vodka 289, 308
- Academy of Motion Picture Arts & Sciences (AMPAS) 195, 222
- Academy of Television Arts & Sciences (ATAS) see Television Academy
- Access Hollywood 146, 220
- Ad Age 146
- Ad Week 146
- advertising 257, 277, 378, 396; awards 227; awareness-raising 282–3; background 275; banners/logo bugs 282; books 285; bot traffic 282; clichés in 289–90; cost 280–1; creative 287–303; cultural context 310–11; digital 277, 283–4, 286, 294, 302–3; film 284–5, 292; games 285; GRP 280–2; guerrilla 296–7; iconic campaigns 288–9; Martin Scorsese Presents the Blues example 298–303; media impressions 280; media plan 278–9, 285–6; native ads/brand integration 305–10; online 25, 28, 38, 51, 57–8, 91, 156, 282–3, 284, 286, 296, 315–16; outdoor/out of home 294–6; physical context 304–5; print 293–4, 301; product endorsements 289; radio 293, 302; Rule of Seven 280; slogans 288–9; sponsorship/buyouts 281; sto...
Table of contents
- Cover Page
- Half Title Page
- Title Page
- Copyright Page
- Dedication
- Bound to Create
- Contents
- Acknowledgements
- Preface
- I Introduction to Transmedia Marketing
- II Marketing Planning
- III The Creative Process
- IV Influence the Influencers Press and Publicity
- V Influence the Influencers A-List Vehicles
- VI Reaching your Public Visual Expression
- VII Reaching your Public Advertising
- VIII Reaching your Public Digital and Viral
- IX Finding Success
- Index