Instructions

Read the following scenario and answer the three questions that follow.

Amish is the marketing head of an e-commerce firm named FillInCart (FICT). Recently, FICT signed a contract with a top celebrity to endorse their firm. A few months later, the celebrity was signed as the ambassador to promote tourism in a small country, Wadiya, ruled by a dictator. The dictator, in his zeal to bring peace to the region, brutally supressed an armed uprising in Wadiya. He is currently facing sanctions, imposed by a few countries. When the news of the celebrity’s association with Wadiya becomes public, calls for boycott of FICT start trending on social media.

Question 98

Amish is concerned with the trending boycott calls and its probable impact on FICT’s brand image.

Given the social media backlash, which of the following courses of action will help Amish BEST defend FICT’s continued association with the celebrity?

Solution

Amish wants to reduce the backlash on social media and defend the company's continued association with the celebrity.

Option A will not help reduce the backlash as it would appear as a tactic to avoid blame and also help defend the continued association with the celebrity.

Option B tells about their reason for choosing the celebrity and not about the current situation the celebrity is in. Thus, it will not help improve the situation.

Options C and D go against the desired outcome as Amish wants to reduce the backlash and defend the celebrity's association with the company.

Option E is the best choice as it puts the celebrity's decision to work for Wadiya and also justifies the company's continued association with the celebrity

Hence, the answer is option E.

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XAT 2021

Amish is concerned with the trending boycott calls and its probable impact on FICT’s brand image. Given the social media backlash, which of the following courses of action will help Amish BEST defend FICT’s continued association with the celebrity?

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Amish is concerned with the trending boycott calls and its probable impact on FICT’s brand image.

Given the social media backlash, which of the following courses of action will help Amish BEST defend FICT’s continued association with the celebrity?