涓嫳鏂囧鐓ц祫鏂欏鏂囩炕璇戞枃鐚?/p>
涓嫳鏂囧鐓ц祫鏂欏鏂囩炕璇戞枃鐚?/p>
Buzz marketing for movies
Abstract:
In
today's
dynamic
entertainment
environment,
movies
are
struggling
to
stay
afloat
and
remain
profitable.
Challenges
such
as
piracy,
digital
theft,
competition,
overlapping
movie
campaigns,
media
fragmentation,
and
audience
saturation
are
forcing
marketers to stretch their film budgets and make every dollar as effective as possible. With
more and more entertainment options crowding peoples' lives, marketers must search for
innovative ways to reach movie audiences. By breaking through the daily clutter and noise,
and
capturing
peoples'
attention
to
the
point
that
talking
about
a
movie
becomes
an
enjoyable experience to share, buzz marketing is one such promotional posture that drives
audiences to theaters. In order to achieve success with buzz marketing, however, marketers
must recognize the role it plays in the context of movie differentiation strategies to support
the
company's
overall
approach.
To
that
end,
this
article
analyzes
buzz
marketing
as
it
pertains
to
six
movie
differentiation
strategies
(differentiation
with
cosmetic
movie
features, differentiation to reach market segments, growing a movie segment, positioning
to support the movie image, positioning to extend the movie image, and differentiation via
non-traditional channels) and offers steps for its successful implementation
Keyword:
motion pictures; movies; marketing; promotion; buzz marketing