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Why were Kirstie Alley, Bill Cosby, Ellen DeGeneres, Joss Stone, and Catherine Zeta-Jones the top picks to represent Jenny Craig, Jell-O, American Express, GAP, and T-Mobile, respectively? How do these celebs rate on product expertise? trustworthiness? liability? appropriateness physical attractiveness? Continue Reading…
Source: B-to-B: The Magazine for Marketing Strategies by Roger Slavens
Abstract: This article describes the perspective of Entertainment executives and recommends tactics for marketing to them effectively.
Analysis: According to Tony Uphoff, VP for The Hollywood Reporter Magazine, the entertainment industry so dynamic that “deals can be made or broken in minutes based on rumors and news.â€? This quote relates equally to films, music, and TV – which are rapidly converging – as well as the exploding mediums of the internet, mobile technology, and globalization. Continue Reading…
Source: Variety (USA), February 20-26, 2006 By: Josef Adalian
Abstract: This article details the rising competition for mid- or top-level executive positions in television. “
Analysis: The closing of Warner Brothers, UPN, and Carsey-Werners resulted in at least 100 lay-offs. The stakes have been further raised by recent mergers: including those of NBC with Universal and CBS with Paramount. In addition, like most American corporations, conglomerates – most notably Time Warner – have slashed salaries and staff to cut general costs. These cutbacks effect mid-level positions, mostly at the VP level, yet ground-level posts remain plentiful. Similarly, writing jobs have plummeted due to the rise of reality shows and a depression in the sitcom genre. Continue Reading…
