Offsetters, a Vancouver-based carbon offsetting company, employed a number of novel attention-getting techniques to raise awareness for their brand. For example, they stationed a lifeguard in the middle of an urban area of Vancouver to remind consumers about the dangers of global warming. This is an example of:
A) the wisdom of crowds.
B) stealth marketing.
C) guerrilla marketing.
D) reference group influence.

Question

Quizplus · Accepted Answer

This is an example of guerrilla marketing, which involves unconventional, innovative, and low-cost marketing techniques aimed at obtaining maximum exposure for a product. Stationing a lifeguard in an urban area is a creative and unexpected way to draw attention to the issue of global warming and, by extension, the services offered by Offsetters.

Offsetters, a Vancouver-Based Carbon Offsetting Company, Employed a Number of Novel