A manufacturer of a variety of technological devices asked its marketing department to develop inexpensive methods of building and maintaining brand awareness and excitement. The marketing department then recruited consumers who were early adopters of technological devices to spread the word about the company's new products. This is an example of using ________.
A) avatars
B) brand communities
C) brand evangelists
D) sock puppeting
E) direct marketing

Question

Quizplus · Accepted Answer

This scenario describes the use of brand evangelists, or individuals who are passionate about a brand and spread the word about it to others. By recruiting early adopters, the marketing department is utilizing individuals who are likely to be enthusiastic about the company's products and who may be influential in persuading others to try them as well. This approach is a cost-effective way to build and maintain brand awareness and excitement, as it relies on word-of-mouth marketing rather than expensive advertising campaigns.

A Manufacturer of a Variety of Technological Devices Asked Its