People Who Referred 10 Friends to the Procter & Gamble

Multiple Choice

People who referred 10 friends to the Procter & Gamble website for Physique shampoo received a free, travel-sized styling spray and were entered in a sweepstakes to win a year's supply of the shampoo. The promotion generated 2 million referrals and made Physique the most successful new shampoo ever launched in the United States. To accomplish this, P&G used

A) opt-out marketing.
B) customerization.
C) viral marketing.
D) niche marketing.
E) buzz marketing.