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Movie Marketing A Report submitted in partial fulfilment of the requirements for the award of Master of Science of the Loughborough University November 2004 ABSTRACT This report was initiated in response to a case study by David Jobber 2004 regarding the Promotional Mix Methods used in Movie Marketing Through both qualitative and quantitative research methods this report has discussed the key factors in the launching of a movie successfully the efficiency and cost effectiveness of the different promotional vehicles used in the launching of blockbuster movies the role of critics in movie marketing the reasons for the investment in movie product placement as well as the associated risks of such placements This report has established that there is no universal formula that can guarantee the success of a new movie release Each movie is unique and requires a tailored marketing strategy to promote its unique selling point to its target audience within the confines of its budget Marketers will utilise a blend of promotional vehicles to create awareness of movie releases of which television advertisements cinema trailers and news stories are held to be the minimum prerequisites Movie critics can then influence a movies success or act as a valuable barometer in predicting its likely success Product Placement PP is a technique of subliminal marketing Firms use PP more in conjunction with movies due to the financial benefits that they are able to reap from the association of their brands with glamorous stars or the latest blockbuster movie It is identified that while this technique does minimise the saturation of the advertising medium it does have various opportunity costs The level of revenue generated is arguably then the greatest key performance indicator in measuring the success of each movie marketing strategy employed for a particular campaign
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