Which of the following strategies is primarily used to achieve brand awareness?

Guerilla marketing is primarily focused on achieving brand awareness through unconventional and innovative tactics that capture the attention of consumers in unexpected ways. This strategy often relies on creativity and low-cost methods to reach a target audience, making a memorable impact that encourages word-of-mouth and social sharing.

For example, guerilla marketing campaigns may include flash mobs, street art, or interactive installations that engage consumers directly and create a buzz around a brand. The goal is to create a strong impression that resonates with the audience, thereby increasing visibility and recognition of the brand.

Other strategies, while they may contribute to brand awareness, typically do not encompass the same level of creativity and surprise that guerilla marketing does. Skimming pricing focuses on maximizing profit margins during the initial launch of a product, direct mail campaigns aim for direct sales rather than widespread awareness, and pull marketing strategies primarily involve drawing customers to a product through demand generation rather than surprising engagement. Each of these can improve awareness but lacks the unique and impactful engagement that characterize guerilla marketing methods.