电影市场营销中英文对照外文翻译文献.docx

电影市场营销中英文对照外文翻译文献.docx

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电影市场营销中英文对照外文翻译文献

中英文翻译

Buzzmarketingformovies

Abstract:

Intoday'sdynamicentertainmentenvironment,moviesarestrugglingtostayafloatandremainprofitable.Challengessuchaspiracy,digitaltheft,competition,overlappingmoviecampaigns,mediafragmentation,andaudiencesaturationareforcingmarketerstostretchtheirfilmbudgetsandmakeeverydollaraseffectiveaspossible.Withmoreandmoreentertainmentoptionscrowdingpeoples'lives,marketersmustsearchforinnovativewaystoreachmovieaudiences.Bybreakingthroughthedailyclutterandnoise,andcapturingpeoples'attentiontothepointthattalkingaboutamoviebecomesanenjoyableexperiencetoshare,buzzmarketingisonesuchpromotionalposturethatdrivesaudiencestotheaters.Inordertoachievesuccesswithbuzzmarketing,however,marketersmustrecognizetheroleitplaysinthecontextofmoviedifferentiationstrategiestosupportthecompany'soverallapproach.Tothatend,thisarticleanalyzesbuzzmarketingasitpertainstosixmoviedifferentiationstrategies（differentiationwithcosmeticmoviefeatures,differentiationtoreachmarketsegments,growingamoviesegment,positioningtosupportthemovieimage,positioningtoextendthemovieimage,anddifferentiationvianon-traditionalchannels）andoffersstepsforitssuccessfulimplementation

Keyword:

motionpictures;movies;marketing;promotion;buzzmarketing

1.Themarketingchallenge

Today'smoviemarketersconfrontadifficultreality:

thegameplanbywhichthey'veplayedforyearsisbeingchallengedandthereisacallfornew,innovativewaystodriveboxofficesales.Underthehistoricallyusedtraditionalmodel,corporatemarketersspendmarketingdollarsonmessagesaimedatatargetaudience.Themarketingteamcreatesamessage,purchasesmedia,andseesthatthemessageisdeliveredtopersonalandbusinesscustomers.Giventhefragmentationofmediatoday,however,itisbecomingincreasinglydifficultformarketerstopromotemoviesusingthetraditionalmodel.IntheUnitedStates,forexample,whatwasonceahandfuloftelevisionstationshasnowproliferatedintomorethan1600broadcastandcableoutlets;similartrendsareunderwayinEurope,aswell.Cablefragmentsthebroadcastaudience,TiVousersarezappingthrough30-secondcommercialspots,andonlineadvertisingisontherise.Thissortoffragmentationmakesitmoredifficulttogenerateanimpact,accumulatesufficientreachandawareness,andplanpromotionalcampaignsingeneral.

Addedtothisfracturedlandscape,multitaskinghasbecomeincreasinglycommonacrosstheboard.WhilesurfingtheWeb,thetypicalUSteenagerengagesinanaverageoftwootheractivities,oneofwhichisoftenhomework.Reportedly,some80%ofbusinesspeoplealsomultitaskwhileperformingworkrelatedduties（Greenspan,2004）.Inconcertwiththis,thereisanincreasingtrendforconsumersto“switchoff”;theyareevermoreselectiveaboutwhattheywatchandtheadvertisingmessagestheytrust.AsCourt（2004,p.2）cites,accordingtoYankelovichPartners,65%ofconsumersfeel“constantlybombardedwithtoomuchadvertising,”69%are“interestedinproductsandservicesthatwouldhelpskiporblockmarketing,”and54%“avoidbuyingproductsthatoverwhelmwithadvertisingandmarketing.”

Toadd,televisionandmovieloversarewitnessingarevolutionindigitalhomeentertainment.Withit,agrowingnumberofpeopleareturningawayfromneighborhoodcinemasinordertostayhomeandbeentertainedbynewtechnologiesandadvancedpersonaltheatersystems.Consumerelectronicsmanufacturers,ITvendors,andmoviecompaniesarelininguptoextolthevirtuesofBlue-rayandHD-DVD;theproclaimedsuccessorstothecurrentDVDformat（Thomas,2006）.AccordingtoGeoff（2005）,bytheendof2004,ForresterRe-searchestimatedtherewereTiVo’sandotherDVDsin6.5millionUShouseholds,upfrom1.9millionin2002.Thatnumber,thefirmclaims,willclimbtoalmost50millionby2009,representing41%ofallUShouseholds.Onanotherfront,thepopularityofNetflix,anonlinesubscriptionserviceboasting3millionusers,promptedbothBlockbusterandWal-MarttooffersimilarserviceswherebypeoplerentDVDsforanunlimitedtimeforamonthlyfee.Whileit'struethatDVDsmaybeacashcowforstudios,theaterssufferwhenpatronsskipthecinemaexperienceandwaitforthosereleasesathome.

Needlesstosay,giventheincreaseinentertainmentoptions,themovie-goingexperienceneedstobefarmorecompellingtodrawinaudiencemembers.Moreover,thischallengeisnotlikelytosubside,butrathergrowmorecompelling:

asdiscussedbyChary（2005）,arecentstudybyInformalResearchServicesindicatesthat125millionpeopleabout5%ofallcellphoneowners–willbewatchingtelevisionontheirhandsetsby2010.Inaddition,theDigitalLifestyles2006OutlookfromParksAssociates（Escher,2006）estimatesthatUSconsumerspendingforonlineentertainment,includingon-demandgaming,music,andvideoservices,willgrowby260%inthenextfiveyears.

Inthisfreneticandcompetitiveenvironment,marketersmustsearchforinnovativewaystoreachandattractmovieaudiences.Buzzmarketingisonesuchpromotionalposturethatiscapableofbreakingthroughtheexistingnoiseandclutterofthemarketingscene,tocapturepeoples'attentiontothepointthattalkingaboutamoviebecomesanenjoyableexperiencetoshare.Essentially,buzzmarketingmimicsthetraditionalmarketingmodelinthatitsendsmessagestotargetedaudiencesthroughvaryingmedia.Underthebuzzmarketingmodel,however,theentertainmentmarketerinjectstheaudienceandmediawithajaw-dropping,movie-relatedmessagethatissointerestingandexcitingthatitcausestheinformationtospreadlikewildfire.Thatappealingelementofexhilarationrepresentstheessenceofandkeyto,buzzmarketing,anddifferentiatesitfromthetraditionalmarketingapproach.

Amongitsmanyattractivequalities,buzzmarketingisalow-cost,far-reachingmodeofpromotion.Thisbeingthecase,entertainmentmarketers'interestinthemethodisraisingasmediafragmentationcontinuesandmoviemarketingcostsincreasinglyspiralupward.Buzzmarketingalsosatisfiesstudioexecutiveswhoareconfrontedwithsteadilymountingmarketingcosts,andarethuschallengedbyexistingpromotionaltacticsinsearchofmoremileageforfewerdollars.

2.Buzzmarketingencompasseswordofmouthandviralmarketing

Atthecoreofbuzzmarketingisthephenomenonofwordofmouth（WOM）,theprocessbywhichanindividualinfluencestheactionsorattitudesofothers.Asindicatedbythefollowingquotesonthevalueofwordofmouth,academicianshavelongbeenawareofthepowerofWOMonconsumers'preferencesandactualpurchasebehaviors:

“Forgetaboutmarketsurveysandanalystreports.Wordofmouthisprobablythemostpowerfulformofcommunicationinthebusinessworld.Itcaneitherhurtacompany'sreputation…orgiveitaboostinthemarket.Word-of-mouthmessagesstandoutinaperson'smind….Quitesimply,wefindmessagesmorebelievableandcompellingwhenwehearthemdirectlyfromotherpeople,particularlypeopleweknowandrespect.”–RegisMcKenna

“Wordofmouthseemstobeafrequentlyusedrisk-reductiondevice;andthissourceofinformationisparticularlysoughtforinsituationscharacterizedbyhighuncertainty.”–JohanArndt

“Wordofmouthtendstobehighlypersuasivebecausethesenderapparentlyhasnothingtogainfromthereceiver'ssubsequentactions.”–LeonG.SchiffmanandLeslieL.Karuk

MalcolmGladwell（2002）,authorofthenationalbestsellerTheTippingPoint,saysWOMissopowerfulbecauseideas,behaviors,messages,andproductssometimesbehavejustlikeoutbreaksofinfectiousdisease.Similartohowanillpersoncanstartafluepidemic,sotoocanasmallbutpreciselytargetedpushcauseafashiontrendorthepopularityofanewproduct.

AccordingtoMcKinsey&Co.（Ramsey,2005）,approximatelytwo-thirdsofalleconomicactivityintheUnitedStatesisinfluencedbysharedopinionsaboutaproduct,brand,orservice.OnthebasisofaggregateddataandinterviewswithvariousWOMmarketingexperts,remarketerestimatesthatalmost50%ofonlinemarketerswillengageinsomeformofWOMorviralcampaignin2006.Arecentsurveyofmarketers,whichaskedwhattypeofdigitalmediatheywereeitherusingorwere,planningtouse,foundthatexactlytwo-thirdscitedWOM（Ramsey,2005）.

ThenatureandscopeoftheInternet,aswellasothermessagingdevices,hasinspiredmarketerstodeliberatelyattempttostimulateorsimulatetheWOMprocessbydesigningmarketingcampaignswithcharacteristicsthatattractaudiencesandencourageindividualstopassalongamessage.Alsoknownasbuzzmarketingandviralmarketing,thesetacticscreatethepotentialforexponentialgrowthinthemessage'sexposureandinfluence（Wilson,2000）.ThoughthetermsbuzzmarketingandviralmarketingareoftenusedinterchangeablywithWOMcommunications,thefollowingdiscussionpointshighlightcleardistinctionsbetweenthethree.

2.1.Wordofmouthcommunications

WOMcommunications,alsoreferredtoasopinionleadership,istheprocessbywhichoneperson（theopinionleader）informallyinfluencestheactionsofothers,whomaybeopinionseekersoropinionreceivers.Thekeycharacteristicofthisinfluenceisthatitisinterpersonalandinformalandtakesplacebetweentwoormorepeople,noneofwhomrepresentacommercialsellingsourcethatwouldgainfinanciallyfromtheexchangeofinformation（Schiffman&Karuk,2007）.WOMimpliespersonalorface-to-facecommunication,althoughnowadaysitmayalsotakeplaceviatelephoneconversationo