TITLE

Playin' in the Brand

AUTHOR(S)
Benezra, Karen
PUB. DATE
October 2000
SOURCE
Brandweek;10/16/2000, Vol. 41 Issue 40, pM42
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
3732845

 

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