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1、济南大学毕业论文外文资料翻译毕业论文外文资料翻译题目电影口碑营销学院历史与文化产业学院专业公共事业管理（艺术经营与管理方向）班级艺管1001学生李蕊蕊学号20101521053指导教师张波二〇一四年三月二十六日-11-济南大学毕业论文外文资料翻译-11-济南大学毕业论文外文资料翻译BusinessHorizons,2007(5),50,395-403BuzzmarketingformoviesIrisMohrTobincollageofbusiness,St.john’sUniversity,8000Utopia,Jamaica,NY11439,USAAbstract:Intoday's
2、dynamicentertainmentenvironment,moviesarestrugglingtostayafloatandremainprofitable.Challengessuchaspiracy,digitaltheft,competition,overlappingmoviecampaigns,mediafragmentation,andaudiencesaturationareforcingmarketerstostretchtheirfilmbudgetsandmakeeverydollaraseffectiveaspossible.Withmoreandmoree
3、ntertainmentoptionscrowdingpeoples'lives,marketersmustsearchforinnovativewaystoreachmovieaudiences.Bybreakingthroughthedailyclutterandnoise,andcapturingpeoples'attentiontothepointthattalkingaboutamoviebecomesanenjoyableexperiencetoshare,buzzmarketingisonesuchpromotionalposturethatdrivesaudiencest
4、otheaters.Inordertoachievesuccesswithbuzzmarketing,however,marketersmustrecognizetheroleitplaysinthecontextofmoviedifferentiationstrategiestosupportthecompany'soverallapproach.Tothatend,thisarticleanalyzesbuzzmarketingasitpertainstosixmoviedifferentiationstrategies(differentiationwithcosmeticmovi
5、efeatures,differentiationtoreachmarketsegments,growingamoviesegment,positioningtosupportthemovieimage,positioningtoextendthemovieimage,anddifferentiationvianon-traditionalchannels)andoffersstepsforitssuccessfulimplementationKeyword:motionpictures;movies;marketing;promotion;buzzmarketing1.Themarke
6、tingchallengeToday'smoviemarketersconfrontadifficultreality:thegameplanbywhichthey'veplayedforyearsisbeingchallengedandthereisacallfornew,innovativewaystodriveboxofficesales.Underthehistoricallyusedtraditionalmodel,corporatemarketersspendmarketingdollarsonmessagesaimedatatargetaudience.Themarketi
7、ngteamcreatesamessage,purchasesmedia,andseesthatthemessageisdeliveredtopersonalandbusinesscustomers.Giventhefragmentationofmediatoday,however,itisbecomingincreasinglydifficultformarketerstopromotemoviesusingthetraditio
