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direct-response titans such as “Slap-Chop” Vince, Ron Popeil and the late, great Billy Mays. Total strangers can arrest our attention if paired with the right products or brands. Branded entertainment has been in daily production and circulation for decades; only the hand-wringing is recent. So rescuing it from Dobrow’s Dustbin of Doom may be a matter of recalibrating “best practices.”
Just sponsor a whole show. Ask anyone middle-aged if they know about a certain Nebraska insurance company, and most will say yes — thanks to “Mutual of Omaha’s Wild Kingdom.” On the yellow brick road to awareness, exposure is the very first brick.
Less is more. Bypass big broadcast behemoths, because cable networks are on the front line of innovation now. Discovery’s “Pitchmen” is pulling good ratings while doubling as an infomercial for Sullivan Productions, Telebrands and the
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