Question

In fall 2002, a new Broadway production of Puccini's La Boheme was set in Paris circa 1957. The stage set included billboards for luxury pen maker Montblanc and Piper-Heidsieck champagne. This is an example of:

1) sampling
2) product placement
3) trade sales promotion
4) global awareness
5) consumer sales promotion

Answer 1

The staging of Puccini's La Boheme featuring billboards for Montblanc and Piper-Heidsieck champagne is an example of product placement, a marketing strategy for brand promotion within works such as theater productions.

Step-by-step explanation:

In the context of a Broadway production, the inclusion of billboards for luxury pen maker Montblanc and Piper-Heidsieck champagne in the staging of Puccini's La Boheme is an example of product placement. Product placement is a marketing strategy where a company pays for its products to be visibly used or featured within another work, such as a film, TV show, or theater production, to promote brand awareness. This is different from sampling, where consumers are given a sample of a product, trade sales promotion, which is aimed at retailers and wholesalers, global awareness, which refers to a brand's recognition across different countries, and consumer sales promotion, which includes tactics aimed at the end consumer, like coupons and discount codes.