Scenario 18-3
For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies. They simply posted their creations on the Internet. It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter. Audience members can download these technological tidbits-text, visual, and audio formats-to their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market. Eventually, public relations companies started getting into the act.
-(Scenario 18-3)A high-tech firm creates special effects and computer-generated content for Hollywood movies.Its PR people prepare intriguing 60-second videos about its role in three blockbuster action movies released this year and posts them on YouTube.The firm is using a type of ______ aimed at the movie trade as well as consumers.

Question

Scenario 18-3
For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies. They simply posted their creations on the Internet. It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter. Audience members can download these technological tidbits-text, visual, and audio formats-to their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market. Eventually, public relations companies started getting into the act.
-(Scenario 18-3)A high-tech firm creates special effects and computer-generated content for Hollywood movies.Its PR people prepare intriguing 60-second videos about its role in three blockbuster action movies released this year and posts them on YouTube.The firm is using a type of ______ aimed at the movie trade as well as consumers.

Quizplus · Accepted Answer

The high-tech firm is using buzz marketing, which is a type of viral marketing that generates excitement, interest, and discussion about a product or service through creative and attention-grabbing content. By creating intriguing videos about its role in blockbuster movies and posting them on YouTube, the firm is hoping to generate buzz and attract attention from both the movie trade and consumers. This type of marketing is often used for entertainment products such as movies, music albums, and video games.

Scenario 18-3 For Some Years Now, Enterprising Individuals Have Gotten Their Own