MKT 461 Midterm Updated With Correct
Answers [Already Graded] | 2025
LATEST UPDATED.
What were factors contributing to instability in the entertainment industry PRE coronavirus?
1. Box office visits falling
2. DVD sales falling
3. Cable subscriptions falling
4. Theater owners fighting the steadily encroaching digital release dates
5. More consumer choices & available screens
6. Rise of China box office
7. King is still content & pipelines
8. Companies are merging (Comcast + ABC, AT&T + Time Warner)
What is the marketing equation?
Positioning + product brand + price/value + communications + distribution + salesforce
What has coronavirus done to the marketing equation?
It's disrupted every aspect of it -- target audiences disappeared, product creation stopped, prices are no
longer flexible, ad budgets dried up, distribution is damaged, & salesforce is hampered
Which streaming service powerfully satisfied every element of the marketing equation?
Disney+
What % of films accounts for all studio profits?
5
Blockbusters connect with...
The kid in all of us
What are the three types of blockbuster franchise?
Single event blockbuster, linear franchise blockbuster, and multi-category franchise blockbuster
_____ is used across internal divisions and external promotion partners to maximize awareness,
interest, and purchase AS WELL AS creating a cohesive narrative across worlds/platforms
Synergy
What are the four ways we can split target audience?
1. By age / gender / ethnicity
2. By genre of interest
, 3. By emotional needs fulfilled
4. By rating
What are the three tiers of target audience?
Primary audience: most likely interested
Secondary audience: important subsegment that could be interested
Tertiary audience: could be convinced but likely a harder sell
Why do target audiences shift over a film's release
Marketers adjust real time to get different audiences hooked
_____ is a method of categorizing stories based on similarities in their narrative elements
Genre
_____ are timeless and align with Maslow's hierarchy of needs
Character wants/goals
Stories that address _____ have a high probability of becoming blockbusters
All five levels of Maslow's hierarchy of needs
Top character goals/needs for audiences depends on...
Age/gender
A good source of motivations for villains (or flaw for the main character):
7 Deadly Sins
What is the ratings sweet spot for blockbusters?
PG-13
Younger audiences prefer _____ humor while older audiences prefer _____ humor
Slapstick; witty
What is the audience dilemma?
To entice a broad audience, you must be relevant for each segment, and to entice a narrow audience,
you must be so compelling to that audience that you can justify ignoring the other segments
What are the three story components that blockbusters require?
The frosting (align with contemporary culture and trends), the cake (a well defined positioning), and the
plate (a well executed narrative)
Ever-cool formula:
Your entertainment must satisfy your audience's timeless emotional needs, but routinely dress itself up
in contemporary clothing, particularly in regards to pop culture and trends
Answers [Already Graded] | 2025
LATEST UPDATED.
What were factors contributing to instability in the entertainment industry PRE coronavirus?
1. Box office visits falling
2. DVD sales falling
3. Cable subscriptions falling
4. Theater owners fighting the steadily encroaching digital release dates
5. More consumer choices & available screens
6. Rise of China box office
7. King is still content & pipelines
8. Companies are merging (Comcast + ABC, AT&T + Time Warner)
What is the marketing equation?
Positioning + product brand + price/value + communications + distribution + salesforce
What has coronavirus done to the marketing equation?
It's disrupted every aspect of it -- target audiences disappeared, product creation stopped, prices are no
longer flexible, ad budgets dried up, distribution is damaged, & salesforce is hampered
Which streaming service powerfully satisfied every element of the marketing equation?
Disney+
What % of films accounts for all studio profits?
5
Blockbusters connect with...
The kid in all of us
What are the three types of blockbuster franchise?
Single event blockbuster, linear franchise blockbuster, and multi-category franchise blockbuster
_____ is used across internal divisions and external promotion partners to maximize awareness,
interest, and purchase AS WELL AS creating a cohesive narrative across worlds/platforms
Synergy
What are the four ways we can split target audience?
1. By age / gender / ethnicity
2. By genre of interest
, 3. By emotional needs fulfilled
4. By rating
What are the three tiers of target audience?
Primary audience: most likely interested
Secondary audience: important subsegment that could be interested
Tertiary audience: could be convinced but likely a harder sell
Why do target audiences shift over a film's release
Marketers adjust real time to get different audiences hooked
_____ is a method of categorizing stories based on similarities in their narrative elements
Genre
_____ are timeless and align with Maslow's hierarchy of needs
Character wants/goals
Stories that address _____ have a high probability of becoming blockbusters
All five levels of Maslow's hierarchy of needs
Top character goals/needs for audiences depends on...
Age/gender
A good source of motivations for villains (or flaw for the main character):
7 Deadly Sins
What is the ratings sweet spot for blockbusters?
PG-13
Younger audiences prefer _____ humor while older audiences prefer _____ humor
Slapstick; witty
What is the audience dilemma?
To entice a broad audience, you must be relevant for each segment, and to entice a narrow audience,
you must be so compelling to that audience that you can justify ignoring the other segments
What are the three story components that blockbusters require?
The frosting (align with contemporary culture and trends), the cake (a well defined positioning), and the
plate (a well executed narrative)
Ever-cool formula:
Your entertainment must satisfy your audience's timeless emotional needs, but routinely dress itself up
in contemporary clothing, particularly in regards to pop culture and trends
