Which promotional approach focuses on low-cost, creative tactics to reach the right people in a market area?

• A. Direct Marketing
• B. Guerilla Marketing
• C. Mass Marketing
• D. Personal Selling

Answer: (B)

This item tests promotional approaches that use low-cost, highly creative tactics to reach people in a local area. Guerilla marketing emphasizes bold, unconventional activities designed to grab attention with minimal spend, targeting a specific market by creating buzz and word-of-mouth in that local space. Examples include street-level stunts, cheeky installations, or unexpected activations in busy areas, all aimed at the right people nearby without big budgets. In contrast, direct marketing focuses on delivering messages directly to individuals (often via mail or email) and can be cost-effective but isn’t defined by local, creative street tactics. Mass marketing targets broad audiences and typically involves larger budgets, while personal selling centers on direct, personal sales interactions, which are usually more costly per contact and not about creating local buzz.