Anne Zeiser

Transmedia Marketing (eBook, ePUB)

From Film and TV to Games and Digital Media

• Format: ePub

Produktbeschreibung

Transmedia Marketing: From Film and TV to Games and Digital Media is a ground-breaking guide to the rapidly changing world of entertainment and media marketing. In the 21st century, media platforms are becoming more alike, and the lines between entertainment and its marketing are often blurred. Offering case studies from all media platforms, insight from leading entertainment professionals, and full color graphics, Transmedia Marketing is the first book to approach content creation and marketing on multiple platforms as a single, holistic storytelling technique designed to engage audiences. A robust companion website features sample marketing materials and interviews with experts.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 468
• Erscheinungstermin: 19. Juni 2015
• Englisch
• ISBN-13: 9781134746293
• Artikelnr.: 43122009

Autorenporträt

Anne Zeiser is a critically-acclaimed producer and media strategist who has stewarded iconic series for PBS, produced news for CBS, managed national brands for marketing firms, and founded Azure Media, which develops transmedia projects on air, online, and on the go that fuel social impact in communities, in schools, and in capitals. With media partners from PBS and the BBC to Miramax and Sikelia Productions, Zeiser has successfully launched and marketed film studios and media organizations, feature and documentary films, television series and specials, mobile games and apps, and online video and media communities.

Zeiser is a member of the National Academy of Television Arts & Sciences, a board member of the Filmmakers Collaborative, and an adjunct professor at Emerson College. She contributes to the Huffington Post and has been a featured speaker at American Film Market, Making Media Now, AFI Docs, StoryCode, World Congress of Science and Factual Producers, and the Asia Society. Follow Zeiser at Twitter: @azuremedia and Huffington Post: http://www.huffingtonpost.com/anne-zeiser/

Inhaltsangabe

Acknowledgements/Preface; Chapter 1
Media Makers = Media Marketers; Chapter 2
Be Transmedia; Chapter 3
Harness Your Inner Marketer; Chapter 4
The Marketing Plan; Chapter 5
Know Your Media Project; Chapter 6
Research to Win; Chapter 7
Audience, Audience, Audience; Chapter 8
Goals and Objectives; Chapter 9
Branding; Chapter 10
What's in a Name?; Chapter 11
Visual and Aural Identity; Chapter 12
Positioning and Messaging; Chapter 13
The Project Launch; Chapter 14
Media Relations; Chapter 15
Press Materials; Chapter 16
Media Events; Chapter 17
Markets, Festivals, and Trade Events; Chapter 18
Awards; Chapter 19
Strategic Partners; Chapter 20
The Art of Art; Chapter 21
The Open and Title Sequence; Chapter 22
Trailers, Promos, and Sizzlers; Chapter 23
The Media Plan; Chapter 24
Advertising Creative; Chapter 25
Advertising Context; Chapter 26
Online and On
the
go Marketing; Chapter 27
The Social Screen; Chapter 28
Interactive Content and Marketing; Chapter 29
Media
fueled Social Impact; Chapter 30
Measuring Outcomes; Chapter 31
Transmedia Marketing Case Studies; Chapter 32
Market It!