2. Advertising and Promotion
“I’m going to make him an offer he can’t refuse.”
—MARLON BRANDO AS VITO CORLEONE IN The Godfather (1972)
It was a Thursday night in July. I was thinking about going to the ballpark. The Los Angeles Dodgers were playing the Colorado Rockies, and I was supposed to get an Adrian Gonzalez bobblehead with my ticket. Although I was not excited about the bobblehead, seeing a ball game at Dodger Stadium sounded like great fun. In April and May the Dodgers’ record had not been the best, but things were looking better by July. I wondered if bobbleheads would bring additional fans to the park. Dodgers management may have been wondering the same thing, or perhaps making plans for a Yasiel Puig bobblehead.
Suppose we were working ...