Scenario 16-2 HollywoodBranding Is a New Promotions Company Formed by Three Former

question 91

Multiple Choice

Scenario 16-2
HollywoodBranding is a new promotions company formed by three former ad executives who had illustrious careers in large multi-service advertising agencies. Over the 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. 
-(Scenario 16-2) A potential client has lunch with the owners of HollywoodBranding to discuss a new kind of promotion for his gourmet cookware.Beyond his magazine and newspaper advertising,he is looking for the perfect form of branded entertainment.The owners come prepared to pitch several ideas involving projects they're aware of,and by the time coffee is served,they all agree to have the: 

• A) cookware appear in the kitchen of a well-known sitcom family. 
• B) company sponsor a cook in this year's Pillsbury Bake-off. 
• C) cookware mentioned in a new movie set in a New York restaurant.  
• D) company fund a new PBS cooking show for amateur gourmets.

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Definitions:

Double-blind Technique

An experimental procedure in which neither the participants nor the experimenters know who is receiving a particular treatment, to prevent bias.

Experimenter Bias

A form of research bias where the expectations or preferences of the researcher unconsciously influence the outcome of the study.

Single-blind Experiment

An experimental design in which the participants do not know which group (experimental or control) they belong to, but the researchers do.

Debriefing Session

A meeting where participants or researchers discuss the procedures, findings, or experiences related to an experiment or event, often conducted after the conclusion of the event.