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Question
Scenario3-4In 2010, Procter & Gamble, the world's largest ad spender, teamed up with Walmart and NBC to create a number of prime-time family movies produced by P&G Productions. The films were designed to lure consumers to buy P&G products at Walmart using original family movies and exclusive ad buys. This was not the first time the two major brands teamed up to push familyoriented entertainmentin the late 1990s, both companies were launch members of the Association of National Advertisers' Alliance for Family Entertainmentthe organization responsible for getting the WB's Gilmore Girlson air. The two have each found great success as a result of the movies, with each seeing an increase both in sales and brand favorability scores. Both companies have expressed strong interest in continuing their working partnership down the road, and as long as they continue to encounter favorable results, the relationship will likely remain a positive one.
Branded entertainment has become popular in recent years because of its many advantages. One of its main advantages is that:
a. it can avoid consumers' welltrained avoidance mechanisms to advertisements.
b. it is looked at as commercial speech rather than artistic speech and is protected by the first amendment.
c. it is required to go through all the ad regulations.
d. it enables the traditional advertising industry to become clutter-free.
Answer
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