Playin' in the Brand

Benezra, Karen
October 2000
Brandweek;10/16/2000, Vol. 41 Issue 40, pM42
Trade Publication
Profiles Alan Cohen and Michael Benson, two marketing executives at American Broadcasting Co. (ABC). Marketing strategy of Cohen and Benson for the television game show `Who Wants to Be a Millionaire'; Rise in the rating of ABC; Advertising campaign for the television program; Sponsorship of AT&T of the television program.


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