This book entitled Marketing Films with Integrated Marketing Communications discusses in detail the application of the idea of Integrated Marketing Communications to the promotion and selling of films; which is beginning to take centre stage in today’s marketing practice. Whilst doing this, it identifies the strategies used previously to deliver selling messages of films and movies to a mass culture through one-to-many media systems, which are now outdated.
Indeed, the concept of Integrated Marketing Communications has taken the business field by storm and challenges the fundamental problem in today’s marketing: the synthesis of advertising, public relations, personal selling and sales promotion effectively and efficiently for them to speak with one voice, consistently.
The author, in trying to establish film and movie as an experiential product, took the pain to travel with the reader to explain the basic principles of producing films and movies in simple technical-free language that transcends beyond formal classroom work.
Having the film product in hand, the author introduces a customer-centred marketing in diverse fragmented film market place to describe the lifestyles, attitudes and motivations of film buyers so as to predict their likely buying behaviours; moving forward.
The book showcases how to plan, coordinate, execute, integrate, control and measure the communication programmes in a consistent, synergistic manner, in the age of information, digitalization and individualization. This makes it possible for film makers and film marketers to reach every discreet film segment with a synchronized multi-media communications programme to deliver well-thought out messages to thrive under the new revolutionary and practical rules in marketing. Thus, affirming the fact that in the information age, communication is marketing and the reverse is also true.