TISSUE MINI CASE: Paper Queen Is a Paper Goods Company

Multiple Choice

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 was the only advertiser to air ads during the movie. By removing competitive advertising from the consumer's TV-watching environment during the movie, Paper Queen was trying to minimize ________.

A) product placement
B) celebrity endorsement
C) psychological noise
D) branded entertainment
E) positive message framing