Scenario $16\mathrm{.}2.$

High Kicks is a sports apparel retailer 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 Outer Banks wear its newest line of sportswear during certain episodes. It hopes to familiarize viewers with its newest brand.

Refer to Scenario $16\mathrm{.}2.$ High Kicks is engaging in what type of promotion?

Product placement

Public relations

Buzz marketing

Viral marketing