Today only

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Today only

• Whos who, part 2
• A few words about professionalism
• Promo 101 pay attention and the world will be
  yours
• Agency assignments

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A few words about professionalism

• Focus
• Preparation
• Communication

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Spelling counts (or how not to look like an
idiot)

• I should have asked to be in the first group
  with XXXX, YYY and ZZ becuase i know there
  schedules were compadable to mine since i work
  with all of them at The State News.

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Promo 101

• The Acquisition of Attention

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The U.S. Entertainment Industry

• 2nd largest export
• Includes movies, tv, books, software

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Attention-based industry

• TV now back to 30 hours per week
• Radio 97 usage
• Internet over 50 penetration, 4 hrs/week usage
• http//209.249.142.27/nnpm/owa/NRpublicreports.usa
  gemonthly

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Elements of the business

• How did you hear about the last movie you
  attended?

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Entertainment promotion is like advertising
because

• Uses paid media
• Emphasis on research, strategy
• Uses outside agencies

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But its not like advertising

• One night only products
• In-house creative
• Reliance on unpaid media
• Lots of publicity vehicles

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Who does what?

• Marketing overall direction of campaign
• Research analysis of syndicated data
  (Nielsen,etc.), conduct original research
  (usually focus groups, surveys) via boutiques.

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Who does what (continued)

• Creative Services production of spots
• Public relations. Press
• Media/Traffic scheduling of promos, purchasing
  of paid ads

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And if you want to go Hollywood

• Motion pictures
• In-house development of strategy
• Boutiques for editorial and production

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Entry-level hiring
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Job titles for entry-level hires

• Writer-producer (15)
• Promo assistant (14)
• Administrative assistant (12)
• Production assistant (11)

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And the pays not bad
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What are they looking for?

• Most mentioned skills
• Meet deadlines (13)
• Generate ideas (12)
• Reliability (12)

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Least mentioned skills

• Good portfolio (2)
• Computer design (7)
• Video editing (7)

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The pursuit of attention

• In an environment of unlimited access to
  information, the scarce resource becomes
  attention.
• --Hagel/Singer Net Worth

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Friday

• _at_CAS 171 1240
• The business side of the cable business