A beverage company plans to launch a new energy drink. It decides to partly sponsor a marathon in the city. It places billboards and posters describing the new drink throughout the marathon route
Company representatives distribute flyers to people arriving to watch the marathon. The company also issues press releases as part of the product launch. Therefore, the company is executing a:
a. sales promotion campaign.
b. personal selling campaign.
c. target marketing strategy.
d. public relations strategy.
ANSWER: d
The beverage company is executing a public relations strategy. Public relations is the marketing function that evaluates public attitudes, identifies areas within an organization the public may be interested in, and executes a program of action to earn public understanding and acceptance.
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