Scenario $15\mathrm{.}2.$

High Kicks is a shoe brand that targets the teen market. It has been having trouble reaching its target audience through traditional promotion. Readership of magazines and newspapers has declined among the teen market. Research also shows that when watching television teenagers will often switch to a different channel whenever a commercial comes on$.$ High Kicks decides to pay to have the main characters in the popular teen series Riverdale wear its newest sneakers during certain episodes. It hopes to familiarize viewers with its newest brand.

Refer to Scenario $15\mathrm{.}2.$ The type of promotional activity used is based on $\_\_\_\_\_\_\_.$

characteristics of the target market

costs and availability of promotional methods

promotional resources, objectives, and policies

characteristics of the product

push and pull policies