THE ROLE OF THE SCRIPTWRITER IN THE MARKETING OF THE FILM PROJECT
Keywords:
marketing, marketing activities, film industry, screenwriterAbstract
Marketing as an activity and marketing research as a function to a greater or lesser extent is present in all
spheres of today's lifestyle. Marketing, from its first academic notions, is closely related to the production process,
so the production of films is treated as a separate sphere of marketing. But what exactly does the term marketing
mean?
Some equate the term with personal selling, while others equate it with advertising and promotion. Some even
believe that marketing is a means by which products will be made available to consumers. In fact, marketing is all
around us. Every day we see a huge number of products, services on numerous billboards, magazines, television or
through the electronic media. At home, at work on our phone - marketing is constantly around us in every situation.
Due to the complexity of the topic, the AMA (American Marketing Association) has established a practice of
reviewing and re-approving marketing and marketing research definitions every three years by a panel of five
scholars who are active researchers. I manage to find the definitions, which I quote in the attachment, from 2017. I
think this is appropriate for this text, considering that most of the literature I use is at least 5 to 10 years old.
References
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