Question

Xuxez is a sports apparel retailer that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television, teenagers will often switch to a different channel whenever a commercial comes on. Xuxez decides to pay to have the main characters in the popular teen series The Vampire Diaries wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand.

Refer to Scenario 15.2. Based on the scenario, what is Xuxez's most likely objective for the promotion of its new brand?
a. retain loyal customers
b. stimulate demand
c. facilitate reseller support
d. combat competitive promotional efforts
e. create awareness

Answer 1

Xuxez's most likely objective for the promotion of its new brand is to create awareness. By having the main characters in The Vampire Diaries wear its sportswear, Xuxez aims to familiarize viewers with its brand in order to attract their attention and stimulate demand.

Step-by-step explanation:

Xuxez's most likely objective for the promotion of its new brand is to create awareness. By having the main characters in the popular teen series The Vampire Diaries wear its newest line of sportswear during certain episodes, Xuxez hopes to familiarize viewers with its brand. This strategy aims at getting the attention and interest of the target audience, which is the teen market.

The decline in readership of magazines and newspapers among teenagers, as well as their tendency to switch channels during commercials, has compelled Xuxez to explore alternative promotional methods. By associating its brand with a popular TV series, Xuxez can reach its target audience directly and generate awareness about its newest line of sportswear.

Creating awareness is an essential objective for Xuxez because it lays the foundation for attracting potential customers and stimulating demand in the future. By making viewers familiar with its brand, Xuxez can increase the chances of attracting their attention and consideration when it comes to sports apparel purchasing decisions.