Transmedia Marketing: From Film and TV to Games and Digital Media (American Film Market Presents)

Anne Zeiser

Transmedia Marketing: From Film and TV to Games and Digital Media (American Film Market Presents)
  • 出版商: Focal Press
  • 出版日期: 2015-06-30
  • 定價: $2,060
  • 售價: 8.0 折 $1,648
  • 語言: 英文
  • 頁數: 468
  • 裝訂: Paperback
  • ISBN: 041571611X
  • ISBN-13: 9780415716116
  • 相關分類: 行銷/網路行銷 Marketing

    • 立即出貨 (庫存=1)

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商品描述

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.

商品描述(中文翻譯)

《跨媒體行銷：從電影和電視到遊戲和數位媒體》巧妙地引導媒體製作者和媒體行銷人員進入快速變化的娛樂和媒體行銷世界。它開創性地將故事講述和行銷內容創作整合到多個媒體平台上，利用觀眾的力量來塑造和推廣您的故事。

通過成功案例、全彩色的有效行銷技巧實例以及頂尖娛樂專業人士的見解，《跨媒體行銷》涵蓋了21世紀健全行銷和內容計劃的基礎。您將掌握進行研究、確定目標觀眾、設定目標和品牌化項目的策略。此外，您還將第一手了解如何執行計劃的宣傳、活動、廣告、預告片、數位和互動內容以及社交媒體。《跨媒體行銷》通過以下方式使這些概念更加生動：

- 數百個來自各種媒體平台的生動實例，包括《飢餓遊戲》、《普羅米修斯》、《黑暗騎士》、《單身派對》、《魔戒》、《神偷奶爸2》、《食品公司》、《絕命毒師》、《紙牌屋》、《唐頓莊園》、《權力遊戲》、《頂級廚師》、《寶可夢》、《生化奇兵：無限》、《我的世界》、《Outlast》、《泰坦陨落》、《樂高漫威超級英雄》、《光晕4》、《孤獨女孩15》、《討厭的橙子》等。
- 來自45位領先行業作家、導演、製片人、作曲家、發行商、行銷人員、公關人員、評論家、記者、律師和市場、節日、獎項和協會的高管的現實建議。
- 強大的深入案例研究，展示成功的方法，包括《A.I.人工智能》、《广告狂人》、《莉茲·班納特日記》、《這裡來了甜心寶貝》和《馬丁·斯科塞斯呈獻藍調》。
- 在www.transmediamarketing.com上的豐富網絡內容，包括跨媒體平台（電影、廣播、印刷品、遊戲、數位媒體和體驗媒體）的入門指南、擴展案例研究、樣本行銷計劃和材料，以及獨家訪談。

通過《跨媒體行銷》，您將全面掌握行銷電影、電視、遊戲和數位媒體的藝術，並為下一個媒體項目撰寫和實現成功的計劃做好準備。

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