MKT 461 SIMPLIFIED QUESTIONS AND ANSWERS
CinemaScore -(ANSWER) - market research firm that surveys audiences to rate films with letter
grades
- collects film rating of F thru A+ along with person's age, gender, and whether they would rent
or buy the film
- helps estimate multiple
- A+ (4.8), A (3.6), A- (3.5), B+ (3.2), B (2.9)
single event blockbuster -(ANSWER) one film blockbuster, no sequels, Titantic
linear franchise blockbuster -(ANSWER) series films, sequels, Fast and Furious
multi-category franchise blockbuster -(ANSWER) - movie
- toys
- clothing
- Music/CD
- books
- video games
- TV shows
Positioning -(ANSWER) - classic definition: who is the product for (consumer/customer
segment) and what does it do for them (rational and emotional benefits) that is unique/better than
competitive offerings (point of difference)
- in entertainment, it is a function of target demos, genre, emotional needs fulfilled, and rating
target audience dilemma -(ANSWER) - if you try to create entertainment to please everyone, you
risk being for no one. To go broad, you must be relevant for each segment
- if you try to create entertainment for one quadrant, you may lose sales from other segments. To
go narrow, you must be so compelling to that audience that you can justify ignoring the other
segments
target audience expansion -(ANSWER) DC Comics is expanding to attract a female audience.
The more realistic style and
aggressiveness will also appeal to many males. Marvel intro'd Captain Marvel.
genre -(ANSWER) method of categorizing stories based on similarities in the narrative elements
sub genres and combos -(ANSWER) worlds are often related to genre, but made unique within
the genre with a unique, artful look and defined rules
satisfy deep emotional needs -(ANSWER) Character goals/needs are timeless and align with
Maslow's Hierarchy of needs. Stories that address all 5 levels increase the probability of
becoming blockbusters
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, - self-actualization
- esteem
- love & belonging
- safety
- physiological
7 deadly sins -(ANSWER) greed, envy, lust, anger, gluttony, pride, sloth
- people are often motivated by the 7 deadly sins, which make for ideal character motivations
target audience -(ANSWER) need to balance more aggressive/suggestive content
achieving the 4 quadrants -(ANSWER) - something for ages, genders, ethnicity
- a mix of genres
- a mix of emotional needs
- a broad, enticing rating
3 Story Components -(ANSWER) Frosting
- align with contemporary cultures and trends
Cake
- have a well defined/significant positioning = target audience, genre, emotional drivers, & rating
The Plate
- brought to life with a relatable/engaging narrative/storyline
Aligning with Culture & Trends -(ANSWER) blockbusters...
- Can be built upon pre-existing culture and trends.
- Can use culture and trends to reinvent themselves.
- Can lead the way by inventing culture and trends.
ever-cool formula -(ANSWER) to become and stay successful, your entertainment must satisfy
your audiences' timeless emotional needs, but routinely dress itself up in contemporary
clothing...particularly in popular culture and trends
Techniques for Culture and Trends to Reinvent -(ANSWER) Ever Cool Technique #1: Keep
stories open-ended
- let the hero live: Sequels have bigger bads, bigger rewards, sagas, spin-off characters,
foreshadowing trailers, Prequels
#2: Refresh with re-imagining
- Take a pre-existing story and update it with an added story (pre or post original story), or with a
different point of view
#3: Refresh with current culture
- Make the story feel fresh by adding contemporary pop culture of addressing social issues.
#4: Refresh with trends
- Associate the next story in your series with new mega-trends in science, environment, etc
#5: Refresh with different needs
- Associate the next story with a different, relatable consumer emotional need.
#6: Refresh with fads
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CinemaScore -(ANSWER) - market research firm that surveys audiences to rate films with letter
grades
- collects film rating of F thru A+ along with person's age, gender, and whether they would rent
or buy the film
- helps estimate multiple
- A+ (4.8), A (3.6), A- (3.5), B+ (3.2), B (2.9)
single event blockbuster -(ANSWER) one film blockbuster, no sequels, Titantic
linear franchise blockbuster -(ANSWER) series films, sequels, Fast and Furious
multi-category franchise blockbuster -(ANSWER) - movie
- toys
- clothing
- Music/CD
- books
- video games
- TV shows
Positioning -(ANSWER) - classic definition: who is the product for (consumer/customer
segment) and what does it do for them (rational and emotional benefits) that is unique/better than
competitive offerings (point of difference)
- in entertainment, it is a function of target demos, genre, emotional needs fulfilled, and rating
target audience dilemma -(ANSWER) - if you try to create entertainment to please everyone, you
risk being for no one. To go broad, you must be relevant for each segment
- if you try to create entertainment for one quadrant, you may lose sales from other segments. To
go narrow, you must be so compelling to that audience that you can justify ignoring the other
segments
target audience expansion -(ANSWER) DC Comics is expanding to attract a female audience.
The more realistic style and
aggressiveness will also appeal to many males. Marvel intro'd Captain Marvel.
genre -(ANSWER) method of categorizing stories based on similarities in the narrative elements
sub genres and combos -(ANSWER) worlds are often related to genre, but made unique within
the genre with a unique, artful look and defined rules
satisfy deep emotional needs -(ANSWER) Character goals/needs are timeless and align with
Maslow's Hierarchy of needs. Stories that address all 5 levels increase the probability of
becoming blockbusters
Page | 1
, - self-actualization
- esteem
- love & belonging
- safety
- physiological
7 deadly sins -(ANSWER) greed, envy, lust, anger, gluttony, pride, sloth
- people are often motivated by the 7 deadly sins, which make for ideal character motivations
target audience -(ANSWER) need to balance more aggressive/suggestive content
achieving the 4 quadrants -(ANSWER) - something for ages, genders, ethnicity
- a mix of genres
- a mix of emotional needs
- a broad, enticing rating
3 Story Components -(ANSWER) Frosting
- align with contemporary cultures and trends
Cake
- have a well defined/significant positioning = target audience, genre, emotional drivers, & rating
The Plate
- brought to life with a relatable/engaging narrative/storyline
Aligning with Culture & Trends -(ANSWER) blockbusters...
- Can be built upon pre-existing culture and trends.
- Can use culture and trends to reinvent themselves.
- Can lead the way by inventing culture and trends.
ever-cool formula -(ANSWER) to become and stay successful, your entertainment must satisfy
your audiences' timeless emotional needs, but routinely dress itself up in contemporary
clothing...particularly in popular culture and trends
Techniques for Culture and Trends to Reinvent -(ANSWER) Ever Cool Technique #1: Keep
stories open-ended
- let the hero live: Sequels have bigger bads, bigger rewards, sagas, spin-off characters,
foreshadowing trailers, Prequels
#2: Refresh with re-imagining
- Take a pre-existing story and update it with an added story (pre or post original story), or with a
different point of view
#3: Refresh with current culture
- Make the story feel fresh by adding contemporary pop culture of addressing social issues.
#4: Refresh with trends
- Associate the next story in your series with new mega-trends in science, environment, etc
#5: Refresh with different needs
- Associate the next story with a different, relatable consumer emotional need.
#6: Refresh with fads
Page | 2
