Question
IKEA placed a 20x20 foot studio apartment box furnished with IKEA furniture and accessories in a parking lot in Brooklyn, NY to gain attention for
IKEA placed a 20x20 foot "studio apartment" box furnished with IKEA furniture and accessories in a parking lot in Brooklyn, NY to gain attention for its new store opening. This type of publicity was very surprising to consumers who viewed this. What is the term for this type of marketing of a product or service using unconventional means?
A)Non-Traditional
B)Stealth Marketing
D)Viral Marketing
C)Guerilla Marketing
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Marketing management
Authors: Philip Kotler, Kevin Lane Keller
14th Edition
9780273753360, 132102927, 273753363, 978-0132102926
