Question

You work for a young grassroots art organization that does not have a lot of funds to invest in marketing efforts but wants to create a name for the company. As a muralist, you have considerable experience beautifying schoolyards and alleys with your paintings, and suggest to your executives that you use graffiti to spread the company's name in certain neighborhoods. Because your company specializes in art, you think this would be the perfect way to market the company and its long-term social mission to fill abandoned park walls with community art and develop community gardens. Your company agrees with the idea, so you partner with other muralists and paint the company's logo in creative ways on abandoned city walls. At first, your company receives bad publicity for the stunt, but it generates a lot of inquiries about your artwork because potential customers are intrigued by your company's level of creativity and innovation.

Which of the following statements is true about the scenario described above?

a. Buzz marketing is a cheap way to promote a company, but it's usually ineffective because it can offend some people.
b. This marketing strategy is usually effective because competitors are less likely to be using the same approach.
c. This form of publicity causes potential consumers to develop a favorable view of the organization and its product.
d. Guerilla marketing enhanced the credibility of the organization and increased its sales.
e. This form of advertising is able to reach millions of people nationally.

Answer 1

The correct option is A which states that Buzz Marketing is a cheap way to promote a company, but it's usually ineffective because it can offend some people.

Step-by-step explanation:

Muralist:

It is such an artist who makes murals. Murals are those pieces of art that usually made by painting on walls like graffiti.

1. In this question, the muralist decided to use the graffiti for marketing purposes and they design and paint logos on walls of abandoned parks. But this technique developed a bad impression in the public but aroused curiosity in them so that's why option A is correct because buzz marketing is a cheap way to promote the company like in our scenario. It can offend people and similar thing happened in our case.
2. Other options are not correct in this situation as option B says it is usually an effective marketing approach but in our case it is not effective as now the company has do something to show their positivity to public.
3. Option C is not correct as it has developed negative approach in the public.
4. Option D is incorrect as it is not relevant to our situation
5. Option E is incorrect as we can't reach million of people in this type of people in particular time frame.

Answer 2

Answer: Option C

Step-by-step explanation:

Option C refers to this form of publicity causes potential consumers to develop a favorable view of the organization and it product, relating to the above scenario, it can be understood that at first the company receives bad publicity for the stunt but it generates a lot of inquires. This inquires are from potential consumers that have developed favorable view about the product of the company why? because they were intrigue buy the art work and the creativity not the manner of publicity but the creativity. this makes option c the best answer to the scenario.

Option E would have been a good option too, because the consumers that are making inquires might possibly by from a national perspective, it is possible the bad publicity has reach people nationally but they are till intrigue by the work but it didn't pin point the main point Option C explained, "Potential Consumers" that is why it not the best fit.

Option B also states that the strategy is usually effective because competitors are less likely to be using the same approach but it didn't state the same point of it getting the attention of customers. Yes there are different strategies but potential consumers might not be interested. what got the attention of consumers was the creativity not the strategy