Droid In 2009, Verizon Introduced the Droid, Billed as the "Anti-IPhone

Droid
In 2009, Verizon introduced the Droid, billed as the "anti-iPhone," targeted primarily to 20-40 year-old males concerned with functionality. The launch of the new smart phone was supported by a $100 million promotional campaign that included TV and billboard advertisements and in-store displays as well as digital media. The positioning of the brand is summed up in the promotional tagline, "In a world of doesn't, Droid does." The world of "doesn't" is an indirect swipe at the iPhone's shortcomings. One unique feature of the Droid is voice-activated web-browsing through cutting-edge Google software. In contrast to the iPhone's "There's an app for that" campaign, the ads and microsite, Droiddoes.com, look more like a sci-fi movie than traditional advertising.
-Refer to Droid. Consumers purchasing the Droid and activating Verizon service within the first six months of the campaign receive a free case and car charger for their new phone. The purpose of these promotional elements were to stimulate consumer purchase and represent the _____ element of the promotion mix.

A) advertising
B) public relations
C) personal selling
D) publicity
E) sales promotion

Correct Answer:

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