Scenario 2-1 As One of the World's Largest Computer and Technology Developers

Multiple Choice

Scenario 2-1
As one of the world's largest computer and technology developers, Dell, Inc.has never been a stranger to advertising. However, due to a consistent decline in market share, the Texas-based company is looking to overhaul its advertising efforts for the first time in years. In the past, Dell found success promoting its products as some of the top "inexpensive" computer products on the market. However, the company's new ad campaign, which will be targeted towards more high-end users, will make no mention of product price. The company is looking to reinvent its image, and believes the first step in doing so is to revamp its outdated advertising campaign.
-(Scenario 2-1) In recent years, Dell has struggled to compete with companies such as HP and Apple. To generate interest in its new line of computers, Dell hires a company to design a number of contests and incentive programs that will help build excitement for the new line. This company is likely an example of a(n)

A) direct marketing agency.
B) e-commerce agency.
C) sales promotion agency.
D) marketing research firm.