Entertainment Marketing

Generating more than Dollar 2 trillion worldwide, entertainment encompasses numerous industries, such as the motion picture, publishing, music, sports, broadcasting, gaming, event, and tourism. It is rapidly growing and waging an enormous impact on the global economy, culture, and consumer well-being. It also serves as an essential platform for advertisers, relaying brand messages to entertainment audiences via advertising, sponsorship, and other forms of branded entertainment. The distinct properties of entertainment, such as its experiential nature, short lifecycle, integration with human talents, sequential distribution, and complementary consumption with technology hardware, entail unique challenges to executives and academics. Entertainment Marketing delineates a general framework of entertainment marketing and synthesizes the relevant studies that address some of these challenges. It concludes by inviting continued research on the intriguing and rapidly changing entertainment and media landscape.