Scenario 12-2 Hollywood Inc. Is a New Promotions Company Formed by Three

question 30

Multiple Choice

Scenario 12-2
Hollywood Inc. is a new promotions company formed by three ex-ad agency execs who had illustrious careers in large multi-service agencies. Over their years in account management and creative roles they developed close ties with a number of Hollywood movers and shakers. Consequently they think they are poised to facilitate advertisers' increasing need for branded entertainment. Unfortunately their "old school" ways of thinking about branding, forged in traditional media, sometimes work against their new business venture.
-(Scenario 12-2) A representative of Jaguar North America sees a Business Week article about Hollywood Inc. and recognizes one of the three founders as an ad exec she once worked with. She calls him to ask about the new firm and what it can do for Jaguar, hoping to be seen by her boss as "forward thinking" on behalf of the Jaguar brand. Her boss informs her that the ad agency of record has already proposed a movie placement as part of next season's media plan, using another brandertainment firm. This is an example of which of the following problems that often accompanies the variety of new branding tools?

• A) the insidious infiltration of "crony" management
• B) a lack of alignment around who is responsible for achieving brand promotion integration
• C) the inappropriate application of brand communications tools
• D) "old school" thinking that only traditional media will do the right job for the brand

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Definitions:

Level Of Significance

A threshold within a statistical test that defines the probability of incorrectly rejecting the null hypothesis, often denoted by alpha.

Percentages

A fraction or ratio where a value is represented as a part of one hundred.

Newly-Married Couples

Partners who have recently entered into marriage, beginning their life together as a legally recognized relationship.

Level Of Significance

A threshold chosen by the researcher which determines the probability of rejecting the null hypothesis when it is actually true, commonly denoted by alpha (α).