Checking Your Knowledge

Question

A television network is trying to generate interest in a
new television show in advance of its premiere. The
network sends out press releases and makes the star
of the new show available for guest appearances on
TV and radio talk shows. The marketing mix variable
involved here is:
A. product.
B. personnel.
C. place.
D. promotion.
E. price.

Answer 1

The marketing mix variable involved in the actions described (sending out press releases and making the star available for guest appearances) is:

D. promotion.

Promotion refers to the activities that communicate the merits of the product (in this case, the new television show) and persuade target customers to buy or use it.