Final answer:
Mountain Dew's sponsorship of Chase Elliott represents unmeasured media in marketing. This type of media promotion does not offer standard tracking of effectiveness due to the lack of quantifiable metrics. It is used in situations where direct measurements, such as viewer statistics or click-through rates, are not applicable.
Step-by-step explanation:
The Mountain Dew sponsorship of NASCAR driver Chase Elliott and his Chevrolet Camaro ZL1 team is an example of unmeasured media. In marketing, unmeasured media refers to promotional efforts that do not have a standard method for tracking effectiveness or audience size, such as specific agreements for placements in areas that are not easily quantifiable. This is contrasted with measured media, which can be directly measured through metrics like viewer statistics in television advertising or click-through rates in online advertising.
Chase Elliott, as a public figure in the motor racing circuit, wearing Mountain Dew merchandise and driving a car adorned with the Mountain Dew logo provides the brand with significant exposure. However, the impact of such sponsorship is often gauged through indirect methods, such as surveys or increases in sales, as opposed to the direct metrics available in traditional advertising. This large-scale branding serves to increase brand visibility and is therefore a classic example of unmeasured media in the sports marketing industry.