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There are many brands even within the largest corporations that do not have a TV budget. These brands have burning questions that are knottier than those faced by their larger siblings, because whatever they do, they have less to do it with. This case study is valuable for all advertisers but especially for those brand managers with smaller or no TV budgets. We estimate that about a thousand CPG brands fall into this classification. Every large CPG advertiser has some of them. This is a story about two of those brands, Woodbridge by Robert Mondavi and Black Box, both popular wines.

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Beverly Hills, CA – As has been evident for quite some time now, and never more so than during its day at the Summer 2014 Television Critics Association tour, FX has distinguished itself not only by producing some of the most galvanizing entertainment on television – in an advertiser supported environment, no less – but by presenting itself as an equal of sorts even among its most formidable competitors.

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