Fly High Airlines, an Australian airline, rebranded itself by using a kangaroo wearing a hat in its logo. Since the kangaroo is a significant cultural symbol in Australia, the company hoped that associating itself with such a national icon would enhance its popularity. Subsequently, the company also launched an ad campaign for the Save the Kangaroo Foundation. In this scenario, Fly High Airlines was using:
A)bait-and-switch advertising.
B)image advertising.
C)buzz marketing.
D)trojan horse advertising.
E)guerilla marketing.

Question

Quizplus · Accepted Answer

Fly High Airlines was using image advertising by using a kangaroo wearing a hat in its logo and associating itself with a national icon (the kangaroo) to enhance its popularity. The launch of the ad campaign for the Save the Kangaroo Foundation also adds to the company's image advertising strategy.

Fly High Airlines, an Australian Airline, Rebranded Itself by Using