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1、原文BuzzmarketingformoviesIrisMohrTobinCollegeofBusiness,St.John'sUniversity,8000UtopiaParkways,Jamaica,NY11439,USAAbstract:Intoday'sdynamicentertainmentenvironment,moviesarestrugglingtostayafloatandremainprofitable.Challengessuchaspiracy,digitaltheft,competition,overlappingmoviecampaigns,med
2、iafragmentation,andaudiencesaturationareforcingmarketerstostretchtheirfilmbudgetsandmakeeverydollaraseffectiveaspossible.Withmoreandmoreentertainmentoptionscrowdingpeoples'lives,marketersmustsearchforinnovativewaystoreachmovieaudiences.Bybreakingthroughthedailyclutterandnoise,andcapturingpe
3、oples'attentiontothepointthattalkingaboutamoviebecomesanenjoyableexperiencetoshare,buzzmarketingisonesuchpromotionalposturethatdrivesaudiencestotheaters.Inordertoachievesuccesswithbuzzmarketing,however,marketersmustrecognizetheroleitplaysinthecontextofmoviedifferentiationstrategiestosupport
4、thecompany'soverallapproach.Tothatend,thisarticleanalyzesbuzzmarketingasitpertainstosixmoviedifferentiationstrategies(differentiationwithcosmeticmoviefeatures,differentiationtoreachmarketsegments,growingamoviesegment,positioningtosupportthemovieimage,positioningtoextendthemovieimage,anddiff
5、erentiationvianon-traditionalchannels)andoffersstepsforitssuccessfulimplementationKeyword:motionpictures;movies;marketing;promotion;buzzmarketing1.ThemarketingchallengeToday'smoviemarketersconfrontadifficultreality:thegameplanbywhichthey'veplayedforyearsisbeingchallengedandthereisacallforne
6、w,innovativewaystodriveboxofficesales.Underthehistoricallyusedtraditionalmodel,corporatemarketersspendmarketingdollarsonmessagesaimedatatargetaudience.Themarketingteamcreatesamessage,purchasesmedia,andseesthatthemessageisdeliveredtopersonalandbusinesscustomers.Giventhefragmentationofmediato
7、day,however,itisbecomingincreasinglydifficultformarketerstopromotemoviesusingthetraditionalmodel.IntheUnitedStates,forexample,whatwasonceahandfuloftelevisionstationshasnowproliferatedintomorethan1600broadcastandcableoutlets;similartrendsareunderwayinEuro
