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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 young media expert is hired by HollywoodBranding. He went to college with a bright girl who now does all the marketing for her family's business, a wellestablished cookie manufacturer with strong national distribution. Her grandparents and parents have run the same facility in St. Louis, and have run the same types of ads over the decades. On impulse, he calls to pitch a branded entertainment idea to her family. He should be sure to inform them that branded entertainment:
a. is not much different from placing ads with traditional media.
b. has been proven to consistently deliver higher brand exposure than other forms of media.
c. can take new and unpredictable paths.
d. represents one of the most conservative and dependable options available today.
Answer
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