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) In characterizing their new venture, Hollywood, Inc. as a provider of "brandertainment" they are telling prospective clients that their business is

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The Answer of 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) In characterizing their new venture, Hollywood, Inc. as a provider of "brandertainment" they are telling prospective clients that their business is

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