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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.
The HollywoodBranding staff has an idea for a corporate giant in the household cleaning products industry; a reality show using all of its products in crazy stunts, timed contests, and obstacle races. But the client is worried about playing it straight with consumers, and openly disclosing its role as a paid advertiser for the show. This worry stems from the concern that:
a. if advertisers pile on branded entertainment too quickly, a jaded consumer and a cluttered environment will be the result.
b. branded entertainment will definitely have several failures because every time out, it is new and unpredictable.
c. TV networks can be charged with deception of the public by failing to disclose the details of product-placement deals.
d. there can be an incredible lack of alignment around who is responsible for ethics in branded entertainment.
Answer
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