TISSUE MINI CASE: Paper Queen is a paper goods company that has recently come out with its own line of Kleenex-like face tissues.In order to promote its new product, Paper Queen has sponsored a Friday Night Tear-Jerker movie series for the month of April on local network television stations.During March, leading up to the movie series, Paper Queen advertised the upcoming event during the same time slot on a number of competing television stations in an effort to expose even channel surfers to its advertising.After the promotions started, Paper Queen measured the success of its advertising campaign based on the number of boxes of tissues it sold.
-In the TISSUE MINI CASE,by sponsoring the Friday Night Tear-Jerker movie series,Paper Queen is advertising via ________.
A) product placement
B) celebrity endorsement
C) psychological noise
D) branded entertainment
E) positive message framing

Question

Quizplus · Accepted Answer

Paper Queen is advertising via branded entertainment, as it has sponsored a movie series to promote its Kleenex-like face tissues. Branded entertainment involves integrating a brand into entertainment content, such as movies or TV shows, to promote the brand and engage consumers.

TISSUE MINI CASE: Paper Queen Is a Paper Goods Company