In a buzz marketing program, the most controversial strategy is to use:
A)consumers who truly like a brand and tell others.
B)consumers who like a brand and are sponsored by a company to tell others.
C)company employees to create a blog on the company's website about a brand and then invite consumers to participate.
D)company or agency employees posing as customers of the company telling others about the brand.

Question

Quizplus · Accepted Answer

Posing as customers is unethical and misleading, and can potentially harm the brand's reputation if discovered. Using genuine consumer advocates or sponsored advocates is a more transparent and ethical approach to buzz marketing. The use of company employees to create a blog and invite consumer participation is also an acceptable strategy.

In a Buzz Marketing Program, the Most Controversial Strategy Is