Question

What does the author describe as an instance of "Guerilla marketing”?

• A. Nike's use of a simple sign like Swoosh to communicate its brand
• B. Nike's use of Swoosh logos at Atlanta on the apparel worn by the players
• C. Using camera tricks to make the Swoosh logo appear when Champion had sponsored the tournament
• D. Nike's use of Swoosh logo at Atlanta in the arena when it was sponsored by Champion

Answer 1

The correct option is D

Nike's use of Swoosh logo at Atlanta in the arena when it was sponsored by Champion

This term is used in the third para where the author mentions – “Eight years ago in Atlanta, Nike ambushed basketball sponsor Champion by sneaking giant Swoosh signs into the arena. When the cameras panned the stands, TV audiences saw the Nike logo loud and clear, while Champion had nothing”. This is indicative of guerrilla tactics where Nike used clever tricks to steal Champion’s thunder. This makes choice (d) correct.