Author Question: HollywoodBranding is a new promotions company formed by three former ad execs who had illustrious ... (Read 58 times)

2125004343 · **on:** Jun 29, 2018

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. One drawback for advertisers when subcontracting out to creative teams or external sources like HollywoodBranding is that
a. they often duplicate the tactics already found in traditional advertising agencies.
b. they resist trying new ideas or taking risks.
c. their efforts may easily clash with the overall company efforts.
d. they do not possess the skills to understand and reach today's consumers.

Question 2

Discuss the impact that social media has had on the strategy for promotion.

Sarahjh · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

C

Answer to Question 2

Electronic word of mouth is particularly important to consumers staying abreast of trends. Hundreds of blogs play an essential role in propagating electronic word-of-mouth communications about everything from gossip to politics to consumer goods. They provide consumers with information on trends, reviews of products, and other information on what is new, exciting, and fashionable for consumers. These sites have become so influential in introducing consumers to new products and shaping their views about them that marketers are increasingly monitoring them to identify new trends; some firms have even attempted to influence users' votes on their favorite items. Marketers must increasingly court bloggers, who wield growing influence over consumer perception of companies, goods, and services.
Social media has been used successfully for promotion through viral marketing. Viral marketing is a strategy to get consumers to share a marketer's message, often through e-mail or online video, in a way that spreads dramatically and quickly.