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Celebrating celebrity marketing

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Transcript

  • 1. Celebrity Marketing
  • 2. Overview
    • Talent agencies negotiate salaries and other perks for celebrities.
    • These agencies find and secure the best possible roles, money, and other benefits for actors.
  • 3. Factors Affecting Salaries
    • Popularity of Celebrity
    • Position in Career
    • Whether or not the actress/actor has just made a blockbuster film
    • Overall Public Perception
      • Ex. Serious films/Art Films generate lower salaries
  • 4. External Factors Which Determine Demand
    • State of the Nation
      • Ex. 9/11, Spiderman
    • Time of Year/Season
      • Ex. Independence Day premiered 7/4
    • Economy
      • Ex. Disposable Income
  • 5. External Factors Determine Demand cont’d
    • Public Opinion – ACNielson Study
      • “ Positive reviews – almost half of all movie viewers were influenced to see a film by a positive review.”
      • “ While only 29% said a negative review persuaded them to skip a movie.”
      • “ Only 1/3 decided on a film based on its positive box office results.”
  • 6. Determining Public Demand
    • Marketing Research uses
      • Surveys
        • www.gozing.com
        • ACNielson Study – survey of 10,000 households
      • Opinion polls
        • http:// www.the-movie-times.com/thrsdir/question.html
      • Test Screening
        • Ex. Ghost
    • Secondary Research
      • Previous films, actors, directors, etc.
  • 7. Results of Marketing Research
    • MR determined Titanic and Forrest Gump would be huge hits
    • Biggest impact on the budget is quality determined by director and producer
      • Cast/talent, equipment, editing, location
  • 8. Movie Budget Statistics
    • http://www.the-numbers.com/movies/records/budgets.html
  • 9. Gross Earnings (millions)
    • Top 5 Male Actors
      • Harrison Ford - $118.6 (25 films)
      • Tom Hanks - $109.4 (25 films)
      • Mel Gibson - $104.3 (30 films)
      • Robin Williams - $102.9 (27 films)
      • Tom Cruise - $100.4 (20 films)
  • 10. Gross Earning (millions) cont’d
    • Top 5 Female Actors
      • Julia Roberts - $86.9 (21 films)
      • Carrie Fisher - $79.2 (17 films)
      • Whoopi Goldberg - $62.5 (25 films)
      • Drew Barrymore - $60.3 (23 films)
      • Sally Field - $56.3 (24 films)
  • 11. Questions?
  • 12. Why is marketing research significant in the process of determining a celebrity’s salary?
  • 13. Give an example of a movie that was expected to be a hit but resulted in a flop. So you think that marketing research was conducted properly or at all?
  • 14. The producer of Titanic is thinking about producing Titanic II , but wonders what the audience response would be to the sequel. Define the management decision problem.
  • 15. Define the marketing research problem corresponding to the management decision problem you have identified.
  • 16. Based on your problem definition, identify two research questions and develop two hypotheses for each question.