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Question
Scenario 16-2HollywoodBranding is a new promotions company formed by three former ad executives who had illustrious careers in large multi-service advertising agencies. Over their years, they developed close ties with a number of Hollywood movers and shakers. Consequently, they feel poised to respond to the business world's growing desire for branded entertainment. But they are aware that they need to continually fight their old school thoughts about branding forged in years of working solely with traditional media.
A potential client has lunch with the owners of HollywoodBranding to discuss a new kind of promotion for his gourmet cookware. Beyond his magazine and newspaper advertising, he is looking for the perfect form of branded entertainment. The owners come prepared to pitch several ideas involving projects they"re aware of, and by the time coffee is served, they all agree to have the:
a. cookware appear in the kitchen of a well-known sitcom family.
b. company sponsor a cook in this year's Pillsbury Bakeoff.
c. cookware mentioned in a new movie set in a New York restaurant.
d. company fund a new PBS cooking show for amateur gourmets.
Answer
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