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, 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.
Answer to Question 2
a