Cendant Leverages Marketing Reach to Entertainment Industry

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Cendant Corp., New York, will leverage the vast network of marketing channels of its 40-plus brands and membership programs as a new source of advertising to sell to the entertainment industry and eventually other vertical markets, the company announced this month.

The new Cendant entertainment group will target movie and music studios, network and cable television with options to tap into a direct marketing juggernaut that the company claims handles 200 million inbound calls, 100 million Web-site hits and direct mail to 32 million members every year. It also can leverage more than 100 branded conferences attended by business owners and Cendant franchisees.

"Cendant is massive relationship factory," said Kirk Postmantur, who has been named executive vice president of the group. "We can offer powerful things at a much lower cost than traditional advertising for these studios."

Postmantur cited billing inserts, promotional recordings during the wait for a call center representative and call prompting for more information as examples of the advertising impressions Cendant can attach to its communications. The company can produce all the impressions inhouse and serve as a fulfillment partner.

In addition to its reach, Cendant targets and maintains a base of well-educated consumers age 18-49 that allocates a considerable amount of their spending to entertainment, Postmantur said.

The company is currently recruiting clients for its new services.

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