HollywoodBranding is a new promotions company formed by three former ad execs who had illustrious careers in large multi-service advertising agencies. Over their years in account management and creative work, 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 ways of thinking 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 industrya reality show using all of its products in crazy stunts, timed contests, and obstacle races. But the client hesitates, concerned about playing it straight with consumers and openly disclosing its role as a paid advertiser and participant in the show. This concern reflects the ideas of
a. Nielsen's Sponsorship scorecard.
b. Bob Garfield's Chaos scenario.
c. Ralph Nader's Commercial Alert.
d. Advertising Age's guidelines.
Question 2Discuss the major factors that affect the selection of promotion mix elements.
Question 3Mike's Roadside Market buys produce from area farmers, marks the merchandise at a price that includes some profit, and then sells the fruit and vegetables to the people in and around Centerville. Mike's would be classified as part of a ____ market.
A) consumer
B) producer
C) government
D) reseller
E) wholesaler
Question 4HollywoodBranding is a new promotions company formed by three former ad execs who had illustrious careers in large multi-service advertising agencies. Over their years in account management and creative work, 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 ways of thinking 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 well-established cookie manufacturer with strong national distribution. Her grandparents and parents have run the same facility in St. Louis, have provided virtually the same products, and have run the same types of ads over the decades, seeing slow but steady growth. On impulse, he calls to pitch a branded entertainment idea to her family. He should be sure to let them know 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.
Question 5Compared to advertising, what are the major advantages and limitations of personal selling?
Question 6____ buy products from manufacturers and then resell the products to other firms in the distribution system.
A) Retailers
B) Producers
C) Distributors
D) Warehouses
E) Wholesalers
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