In today's dynamic environment, entertainment films are struggling to stay afloat and remain profitable. Problems such as piracy, digital theft, competition, dubbing campaigns, media fragmentation and audience saturation forcing marketers to stretch your budget for the film and make every dollar as efficiently as possible. More and more entertainment crowd lives, marketers need to find new ways to reach the film audience. By breaking the daily interference and noise, and to capture the attention of the people to such an extent that to say about the film is an enjoyable experience to share, buzz is one such promotional posture, which leads the audience to the theaters. In order to be successful in marketing buzz, however, marketers must recognize the role it plays in the context of a strategy of differentiation film to support the overall approach of the company. Analyzes of buzz as it relates to the six films differentiation strategies (differentiation cosmetic movie features, differentiation reach market segments, growing segment of the film, positioning to support video, positioning to extend video and differentiation via innovative channels) and proposes measures for its successful implementation. "Hide
by Iris Mohr Source: Business Horizons 9 pages. Publication Date: September 15, 2007. Prod. #: BH247-PDF-ENG
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