Final answer:
Product placement of Lexus in 'Restaurant Impossible' is part of the company's media plan for their advertising campaign, maximizing reach and engagement thanks to television's broad viewership and the targeting capabilities provided by networks.
Step-by-step explanation:
If Lexus sponsors Restaurant Impossible, Scripps Network Interactive can integrate Lexus into the show by having the host, Robert Irvine, drive a Lexus car. This instance of Lexus appearing within the program is a form of product placement which is a component of Lexus’s media plan. The media plan is a strategic document outlining how advertising space and time will be used to contribute to the achievement of marketing objectives, including where and when ads will be placed.
Given the sheer amount of television consumed annually in the U.S., with nearly every household owning at least one television, companies like Lexus find television an irresistible platform for their advertising campaigns. With sophisticated viewer data provided by networks, sponsors can surgically target their desired demographic. Integrating product placement within popular shows not only ensures visibility but leverages the emotional connection viewers have with the show, thereby boosting potential consumer engagement.