Scenario 16-4
You are a marketing associate at a promotional firm that specializes in innovative branding.You will be meeting with several clients next week and you need to review their files and get updated on their latest promotional efforts.
-(Scenario 16-4) One client was initially willing to pay a hefty fee for its fruit snack bar to appear in a summer action movie full of spies and car chases, but the fit just didn't seem right to you.You convinced the client to go instead with a teen romance also released in the summer.It appears to have done very well, building popularity with kids who bought it at the concessions stand and went on to buy it at their local retailer.What concept did you rely on?

Question

Quizplus · Accepted Answer

The concept of authenticity was relied on, as the product placement in the teen romance movie resonated better with the target audience, leading to increased popularity and sales.

Scenario 16-4 You Are a Marketing Associate at a Promotional Firm That