Procter & Gamble is cited in the text as a prime example of a ...

[Kthamas]

Procter & Gamble is cited in the text as a prime example of a giant advertiser that has successfully used branded entertainment over many decades. How has P&G incorporated branded entertainment into its marketing mix over the years? Can you think of another advertiser that is heavily involved in branded entertainment today?

Question 2

Bob Denton of Denton Pest Control buys equipment from Allied Tools because Allied hires him to spray its warehouse for insects periodically. This practice is an example of
 A) cost-benefit trading.
  B) cooperative selling.
  C) reciprocity.
  D) supplier agreements.
  E) modified rebuy purchase.

[swimkari]

Answer to Question 1

P&G launched into branded entertainment as early as 1923 with its radio program, Crisco Cooking Talks, a 15-minute program featuring recipes and advice that prominently featured its shortening product called Crisco. By 1937, P&G marketers realized listeners wanted more than recipes, so it created a new format for radio known as the soap opera (during which it sold P&G soap), featuring dramatic story lines that would lure listeners to tune in every day. It began with Guiding Light, which moved to television by 1952 and is considered the longest-running show in the history of electronic media even though it was canceled in 2009 .

Today P&G works with other media partners to create shows in which the brands are embedded and the entertainment is branded. America's Next Top Model features the CoverGirl brand products, a former CoverGirl model, and advertising messages about the glamour and practicality of CoverGirl cosmetics. P&G does not controlbut does influencethe program content of America's Next Top Model. It has also moved to the Internet to create new program content with a P&G basis. It began with new Webisodes such as the series A Parent is Born, featuring its Pampers brand of diapers.

Answer to Question 2

C