Scenario 15-5 Starting in Late 2010, Shoppers at a Number of Bloom

question 66

Multiple Choice

Scenario 15-5
Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to watch commercials on small notebook-sized monitors as they stroll through the aisles. The devices, or 3GTV's as creator Automated Media Services calls them, will advertise products nearby ranging from macaroni noodles to peanut butter. The mini-televisions are part of a pilot program in nine of the grocer's locations in Maryland and Virginia to test the effectiveness of commercials at the point-of-purchase. Advertisers, which are growing increasingly frustrated by TiVo and DirectTV's fast-forwarding capabilities, will be able to pitch consumers at what Automated believes is the most crucial point in the sale process. The new technology could help grocery stores such as Bloom save money on circulars, but the transition will likely not come without conflict. Before the first 3GTV was even activated, one coalition group argued that the system would undercut parental authority by causing children to lobby for the product being advertised.(Danielle Douglas, "Bloom to Try Out In-Store TV Advertising System." Washington Post, November 1, 2010.)
-(Scenario 15-5) Many companies are using technology to market to consumers when they are in close proximity to one of its stores. Although it is not point-of-purchase advertising, it is a popular advertising topic in the industry today. This method of advertising is referred to as

• A)pervasive marketing.
• B)location marketing.
• C)innovative marketing.
• D)new-age marketing.

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Definitions:

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A stimulant of the central nervous system often consumed in coffee, tea, soda, and energy drinks, known to reduce fatigue and improve concentration.

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