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 Riverdale wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand.

Refer to Scenario 16.2. Xuxez is engaging in what type of promotion?

Answer 1

Xuxez is using product placement to promote its sports apparel by having characters in the series Riverdale wear their clothing, using a marketing approach similar to celebrity endorsements.

Step-by-step explanation:

Xuxez, a sports apparel retailer targeting the teen market, is engaging in a type of promotion known as product placement. By paying for the main characters in the popular teen series Riverdale to wear its newest line of sportswear during certain episodes.

Xuxez is hoping to familiarize viewers with its brand in an environment where traditional advertising methods are proving less effective.

This approach is based on the philosophy of celebrity endorsements and aims to subtly integrate the product into content that the target audience is already engaged with, bypassing the need for direct advertising that teens might otherwise avoid, such as commercials.