Includes index.

Cover; Title; Copyright; Dedication; Contents; Acknowledgments; Preface; I INTRODUCTION TO TRANSMEDIA MARKETING; Chapter 1 Media Makers = Media Marketers; Technology-The Great Equalizer; A Maker and Marketer Culture; Be Your Project's CEO; Transmedia Marketing for Impact; Chapter 2 Be Transmedia; Roots and Definition; Bridging Media Making and Marketing; Transmedia Storytelling; Transmedia Platforms; Chapter 3 Harness Your Inner Marketer; Marketing Is Fun and Scientific; Good Marketing Looks Easy; Marketing 101; Who Owns Transmedia Marketing?; A Marketing Inspiration-Apple. II MARKETING PLANNINGChapter 4 The Marketing Plan; Why Plan?; Plans That Work; Elements of a Sound Marketing Plan; A Sample Plan-Martin Scorsese Presents the Blues; Chapter 5 Know Your Media Project; What Is It Really?; Situation Analysis; Seizing the Opportunities; Overcoming the Challenges; Chapter 6 Research to Win; Secondary and Primary Research; Quantitative and Qualitative Research; Research in Media and Entertainment; Chapter 7 Audience, Audience, Audience; Why Audience Rules; Identifying and Targeting Your Audiences; Engaging and Rewarding Your Audiences. Chapter 8 Goals and ObjectivesGoals-Definition and Examples; Objectives-Definition and Examples; Connecting Goals to Results; III THE CREATIVE PROCESS; Chapter 9 Branding; Brand Discovery through Archetypes; Brand Positioning and Expressions; The Creative Brief; Chapter 10 What's in a Name?; The Good Title Checklist; The Bad and the Ugly; Finding Your Title; Chapter 11 Visual and Aural Identity; Logos; Graphics and Art; The Graphic Style Guide; Sound and Music; A Rebrand-Masterpiece Theatre Meets Masterpiece; Chapter 12 Positioning and Messaging; Honing Your Message; A Story in a Logline. Developing TaglinesPitch Points; Choosing Spokespeople; IV INFLUENCE THE INFLUENCERS-PRESS AND PUBLICITY; Chapter 13 The Project Launch; Target Audience Strategy; Timing; The Launch Vehicle; Chapter 14 Media Relations; Advertising vs. Publicity; Journalists vs. Bloggers; Entertainment Publicity; Chapter 15 Press Materials; Writing Good Press Copy; Press Releases; Press Kits; Photography and Art; Pitch Letters; Chapter 16 Media Events; Choosing Talent; Press Conferences; Media Tours and Press Junkets; All-purpose Events; Public Speaking; V INFLUENCE THE INFLUENCERS-A-LIST VEHICLES. Chapter 17 Markets, Trade Events, and FestivalsMarkets and Trade Shows; Festivals; General Festivals and Events; A Sundance Film Festival Strategy-Martin Scorsese Presents the Blues; Chapter 18 Awards; The Awards Process; Awards and For Your Consideration Campaigns; Entertainment Marketing Awards; Chapter 19 Strategic Partners; The Power of ""Us""; Partnership Criteria; A Partnership Strategy-Martin Scorsese Presents the Blues; VI REACHING YOUR PUBLIC-VISUAL EXPRESSION; Chapter 20 The Art of Art; Concept Art and Key Art; Posters and One-sheets; Collateral.