Motion Picture Marketing

4 April 2015
Product life cycle, manufacture & distribution, marketing mix, executive decision-making, chains & independent theaters, promotion, marketing planning.

Marketing activities are a critical part of a company’s strategic plan. A company may have an outstanding product, but if it is unable to communicate that to the market, it is not likely to be successful. While the common interpretation of marketing is advertising, additional components, including the product itself, pricing strategy and distribution, are also a critical part of the marketing mix. When developing a marketing plan, companies must take into account their target market and the best way to reach that market as well as the characteristics that will make the product appeal to the market. This is a difficult activity for companies engaged in traditional manufacturing, but such companies generally have similar target markets across their product lines. The motion picture industry is unique in that each new…

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