IKEA (the furniture store) placed a 20 x 20 foot "studio apartment" box furnished with IKEA furniture and accessories in a parking lot in Brooklyn, NY to gain attention for its new store opening. The marketing of a product or service using unconventional means such as the one used by IKEA is called _____.

Question

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The marketing technique used by IKEA is an example of guerrilla marketing, which involves unconventional and creative tactics to promote a product or service. By placing a furnished apartment in a parking lot, IKEA was able to capture people's attention and generate buzz for its new store opening. Stealth marketing involves promoting a product without the consumer realizing they are being marketed to, viral marketing involves spreading information or content through word of mouth or the internet, place marketing involves promoting a location to attract visitors, and nontraditional marketing encompasses a wide range of unconventional strategies.

IKEA (The Furniture Store) Placed a 20 X 20 Foot