Fly High Airlines, an Australian Airline, Rebranded Itself by Using

Multiple Choice

Fly High Airlines, an Australian airline, rebranded itself by using a kangaroo wearing a hat in its logo. Since the kangaroo is a significant cultural symbol in Australia, the company hoped that associating itself with such a national icon would enhance its popularity. Subsequently, the company also launched an ad campaign for the Save the Kangaroo Foundation. In this scenario, Fly High Airlines was using:

A) bait-and-switch advertising.
B) image advertising.
C) buzz marketing.
D) trojan horse advertising.
E) guerilla marketing.