ISSN 2278: A New Perspective in Marketing: Entertainment Marketing - Marketing Assignment

Internal Code: MAS753

Marketing Assignment:

While “production” and “work” are concepts of principal importance in the first stage of industrialism, concepts such as “consumption”, “consumption society”, “leisure time” have become more important along with the developing process. A new capitalist social structure based on consumption and leisure time replaced the social structure based on production and work. The increment in countries’ national income stemmed from Industrial Revolution leads to increment in personal income. This situation brings about the increase in the amount of time which people spend for leisure activities such as culture, sports, entertainment, tourism and hobbies. (Odaba??, 2006) Along with welfare society, meta fetishism raised as an ideology of daily life and consumerism became the indicator of a shining, magical, merry life. This situation exposed the societies to the reality of being a “consumption society”. (Aytaç.2006: 27) In consumption societies, people live to consume instead of consuming to live. Consumption has been no longer a medium to live and become an aim on its own. The only way to exist in this system is to consume what the system produces. In consumption societies, the areas where consumption and consumerism designed are leisure times when people are free of obligatory working and mostly show consumption performance. People need more free time in order to satisfy their provoked consumption desires, to gain new identities and statues via consumption and to reach the hedonist satisfaction in consumption. (Aytaç,2006: 27) When responsibilities of the daily life along with the hectic and stressful environment which today’s urban life creates join to the people’s obligation to work in order to continue living, people have the desire of using their leisure time better. People are free of choosing the activities they will do in their leisure times and these activities are variable. People who spend their short leisure times with the home activities of the day can make use of longer leisure times like weekend by going to the cinema, theatre, museum or different sports activities. Convincing people to choose a leisure time activity is required a high level of marketing competence. In this context, many enterprises compete for leisure time and its consumable income.