Final answer:
B) shilling Heather is engaging in a practice called 'shilling,' which is a deceptive marketing tactic where someone promotes a product pretending to be a neutral party.
Step-by-step explanation:
In the scenario provided, Heather, a search engine optimization executive, is engaged in a practice known as shilling. Shilling occurs when an individual promotes a product or service while pretending to be a satisfied customer or an unbiased party, but, in reality, they have a financial interest in promoting that product or service.
This tactic involves writing favorable reviews, participating in discussions, and promoting the product under the guise of an assumed identity. It raises ethical questions regarding the transparency and authenticity of online endorsements.
The practice of shilling is deceptive because it misleads potential consumers by falsely presenting a marketer's own endorsements as coming from an unbiased source. It is worth noting that in many jurisdictions and within many online communities, this form of guerilla marketing is frowned upon or even against the rules and regulations.
Understanding ethical advertising practices is crucial in today's digital marketplace. Companies need to navigate the fine line between innovative marketing strategies and deceptive approaches like shilling, ensuring that their promotional techniques are within the bounds of ethical practice and legal requirements.