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The Effectiveness of Guerrilla Marketing
Abstract
The purpose of this thesis is firstly, to explore the innovative notion of guerrilla marketing. This marketing approach could play an important part of a broader integrated marketing communications framework. Secondly, it aims to understand its effectiveness from the contemporary consumers’ point of view. To achieve these goals a qualitative research methodology was employed for this study. The data was collected through fifteen in-depth semi-structured interviews.
Research into the promising area of guerrilla marketing is justified on a number of grounds as it appears that business practitioners are increasingly using this marketing tactic. The positive impact of unconventional marketing on consumers, the contribution of guerrilla marketing to marketing communications practices and the lack of existing research on this topic have indicated that there is a rationale for this study. The results that were obtained from the research fieldwork indicated that, consumers appreciated guerrilla advertisements. The interviewees suggested that these innovative advertisements have the ability to entice their curiosity on products and services. Therefore, this study posits that guerrilla marketing is different than other forms of traditional advertising. Generally, the interviews held that guerrilla advertisements are innovative, creative, different and surprising. Moreover, consumers also admitted that they had positive attitudes towards guerrilla advertising of certain brands. They went on to suggest that the guerrilla ads influence their opinions of the advertising brands. Yet, the research also shows that guerrilla advertisements do not necessary lead consumers to purchase products or service.
In conclusion, this thesis sheds light on the specific and distinctive nature of guerrilla marketing from the consumers’ perspective. Finally, it maintains that there is need for further research on this promising marketing tactic.
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Ideas take ten years to migrate from the edge to the centre of academic disciplines. Postmodernism is no exception. The concerns and crises that many postmodern marketers were predicting in the mid-1990s are now exercising the leading lights of marketing scholarship. This paper proffers a potted summary of the PoMo phenomenon and identifies its principal characteristics. It also asks whether the leading lights are the right people to take our discipline forward, since they got marketing into its current conceptual, philosophical and methodological mess.
Guerrilla marketing designates the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact—in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. It is a fine line between innovative, creative marketing and producing reactance in the minds of the audience by exceeding limits. While guerrilla marketing activities can be seen more and more in the marketing practice, the phenomenon is either discussed very controversially in the marketing science or even neglected completely in the scientific marketing literature. The paper gives an overview of guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples. Finally, guerrilla marketing is evaluated from a neutral perspective and developmental trends are traced.
For more than three decades, research has theorized about and investigated consumers' attitudes toward advertising. In this study, we interview fourteen U.S. consumers using the Zaltman Metaphor Elicitation Technique, a method that involves semi-structured, in-depth, personal interviews centered around visual images. Our metaphor and cross-case analyses further contribute to an understanding of consumers' impressions of advertising and the meanings that they associate with it. The metaphors attributed to advertising reveal that advertising has positive value, in that it relates information (hostess, teacher, counselor, enabler, and magician), provides entertainment (performer), and stimulates growth in the economy (engine). However, the goodwill derived from these aspects of advertising is countered by several liabilities, as epitomized by the omnipresent being, nosy neighbor, con-man, seducer, and evil therapist metaphors. In addition, three groups (the ambivalents, the skeptics, and the hostiles) with varying levels of appreciation for the institution of advertising emerge from our cross-case analysis.
The effects of emotional feelings during advertisement exposure and the effects of attitude toward the advertisement (Aad) are considered in an experiment which used both familiar and unfamiliar brands. The findings illustrate that brand familiarity moderates the relationships between Aad and brand attitude after advertisement exposure. In addition, the research provides evidence that the direct-affect-transfer hypothesis may be an adequate explanation for the effects of emotional feelings and Aad on brand attitude in some situations.
Advertisers frequently use endorsers or spokespersons as credible sources to influence consumers' attitudes and purchase intentions. Corporate credibility-the reputation of a company for honesty and expertise-is another type of source credibility that can influence consumer reactions to ads and shape brand attitudes. The present study assessed the impact of endorser and corporate credibility on attitude-toward-the-ad, attitudetoward-the-brand, and purchase intentions. We surveyed 152 adult consumers who viewed a fictitious ad for Mobil Oil company. They rated the credibility of the ad's endorser, the credibility of the company, and attitude-toward-the-ad, attitude-toward-the-brand, and purchase intentions. Path analysis confirmed that endorser credibility had its strongest impact on Aad while corporate credibility had its strongest impact on AB. The findings suggest that corporate credibility plays an important role in consumers' reactions to advertisements and brands, independent of the equally important role of endorser credibility.
The mind appears to be biased simultaneously toward both expected and unexpected inputs. For example, familiar scenes are usually perceived more readily than novel scenes, indicating the former bias, but a single novel object sometimes pops out from a familiar field, indicating the latter bias. A diverse literature and a computational model converge on the following resolution to this paradox: The former bias is conceptually driven and actually suppresses data-driven processing of expected inputs; in turn, this suppression disinhibits data-driven processing of unexpected inputs, yielding the latter bias. Evidence for suppressed data-driven processing of expected inputs is drawn from studies of perceptual habituation, semantic satiation, memory inhibition, inhibition of return, repetition blindness, primed inhibition, the word-inferiority effect, registration without learning, and both expert- and schema-based inhibitory effects. Evidence for enhanced data-driven processing of unexpected inputs is drawn from studies of the orienting response, mismatch negativity, memory facilitation, both expert- and schema-based facilitatory effects, and perceptual popout. The model, calledmismatch theory, incorporates inhibitory and facilitatory perceptual dynamics and is found to simulate the opposing biases. Implications of mismatch theory for perceptual phenomenology, dynamic systems theory, mental health, and individual differences are also discussed.
The purpose of this paper is to critically explore the construct of entrepreneurial marketing (EM). This term is used as an integrative conceptualization that reflects such alternative perspectives as guerrilla marketing, radical marketing, expeditionary marketing, disruptive marketing and others. Seven core dimensions of EM are identified, and an underlying theoretical foundation based on resource advantage theory is proposed. A conceptual model is introduced of key factors surrounding the phenomenon of entrepreneurial marketing. Conclusions and implications are drawn for theory and practice, and priorities are proposed for continuing research.
The high penetration rate of mobile phones has resulted in the increasing use of handheld devices to conduct mobile commerce. Mobile advertising, a very important class of mobile commerce applications, is a very promising direct marketing channel empowered by the Web's interactive and quick-response capabilities. Short Messaging Services, in particular, have been very successful. The present research investigates the factors that will affect consumer attitudes toward mobile advertising in China with particular emphasis on personalization. The results of a survey indicate that (1) there is a direct relationship between consumer attitudes and consumer intentions and (2) personalization is one of the most important factors in affecting consumers' attitude toward mobile advertising, particularly for female users. Thus the designers and marketers should effectively strategize their advertising designs by considering the personalization factor
Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article discusses stealth marketing methods used by companies to reach consumers without their motives being obvious. The authors feel that brand managers need to consider the strengths and weaknesses of stealth marketing and traditional marketing before they decide on either.
Results from Experiment 1 reveal that consumers highly involved in processing an advertisement are likely to make invalid inferences from incomplete-comparison claims at the time of processing and, hence, be deceived. Less involved consumers may be induced to complete such claims at the time of measurement, which makes it appear that they also were deceived by the advertisement. Experiment 2 then demonstrates that deception depends on the processing demands of the advertising claim. Only less involved consumers are deceived by inconspicuous-qualification claims, which require detailed processing of the advertisement for non-deception. The author discusses the implications of these findings for advertisers and public policy.
The theory of reasoned action and the low-involvement hierarchy model were tested using cross-lagged panel correlation. It was proposed that the low-involvement hierarchy model would more accurately reflect the behavior of low-brand-committed individuals and that the theory of reasoned action would more accurately reflect the behavior of high-brand-committed individuals. Although the findings did not completely support these hypotheses, the general thrusts of the hypotheses appear to be supported. Additionally, behavior was hypothesized and shown to influence habit for all individuals.
Low-cost, creative strategies allow you to fight and win in today's marketplace.
Product preference was hypothesized to be a function of ideal congruity (and/or ideal social congruity). Purchase intention, on the other hand, was hypothesized to be a function of both ideal congruity and self-congruity (and/or ideal social congruity and social congruity). The data provided support to these hypotheses only with respect to some products. It was also hypothesized that the relationships between the congruity indices and product preference and purchase intention is moderated by product personalization (i.e., the extent to which a product is perceived as personality revealing). The pattern of results provided moderate support for this hypothesis.
Print advertising performance is influenced by consumers' attitudes toward advertising in general. Respondents with more favorable attitudes toward advertising recalled a higher number of advertisements the day after exposure and were more persuaded by them. The implications are discussed here.
The unique influence of attitude toward the ad on brand attitude often has been viewed as simply reflecting the impact of peripheral persuasion. The authors' research challenges such a conception. Ad attitude is shown to have a significant influence on brand attitude even in the absence of peripheral persuasion. The feasibility and usefulness of decomposing ad attitude into evaluations of particular ad elements also are explored.
Business Research Methods contains new and revised chapters on quantitative methods and visual research, while cutting-edge material on inclusivity and bias in research, feminist perspectives, and decolonial and indigenous research is also introduced. The book is composed of four parts. The first part looks at the research process. It covers research strategies and designs, as well as ethics in business research and writing up business research. Part 2 looks at quantitative research and details the nature of quantitative research, sampling, structured interviewing, and questions. It also looks at secondary analysis and statistics. The next part is about qualitative research. This part examines ethnography, participant observation, interviewing, focus groups, language, and document data. The final part is about mixed methods of research.
Market competition becomes much larger role in anticipating long-term development of the or-ganization, with a basis of strategic management, business process efficiency and organizational capital. The company operated in a modern market economy, in order to better results must constantly analyze the internal and the external environment and competitors' actions, investigating consumer needs and consum-er trends and taking into account the following factors for continuous improvement of marketing strate-gies. These factors are variable and dynamically changing, so the company must constantly scrutinize their work not only today, but the future point of view, to provide events and opportunities to benefit and pro-tect themselves from everything that prevents its success and what is necessary in order to not only survive but also to achieve its stated objectives and maintain competitive advantage. Guerrilla marketing is consi-dered to be of utmost importance for the success of small companies. This article present important re-search findings in guerrilla marketing strategy realization. The purpose of this article – to assess assump-tions of guerilla marketing realization. The following tasks have been selected to achieve objectives: to analyze the concept of guerilla marketing strategy, to assess guerilla marketing strategy formulation process, to evaluate assumptions guerilla marketing strategy realization.
The authors adopt a socialization explanation for adolescents' skepticism toward advertising. They conceptualize skepticism as an outcome of the socialization process, a negatively valenced attitude learned through interaction with the three socialization agents: parents, peers, and the mass media. In particular, the authors posit that the type of family communication (socio-oriented vs. concept-oriented communication), adolescents' susceptibility to peer influence (susceptibility to informational vs. normative peer influence), and the extent of television viewing are related to skepticism. They also posit that teens' marketplace knowledge mediates the effects of specific types of socialization—agent-based interaction (concept-oriented communication, susceptibility to informational peer influence, and the extent of television viewing) on skepticism. For all but of socio-oriented communication, data from a sample of high school students generally support the proposed socialization model of adolescents' skepticism toward advertising.
This research examines the causes and consequences of perceived ad clutter. Study 1 employs a national consumer survey to examine perceived ad clutter in magazines and television. It considers communication problems that impair search for content (hinder search), interrupt processing (disruption), or degrade the quality of media processing (distraction). Survey findings for both media suggest that the communication problems caused by advertising increase perceived ad clutter and that perceived ad clutter broadly affects perceptions and behaviors related to advertising and advertising media. Study 2 considers similar variables in an experiment using magazines. Experimental findings indicate that disruptive ads lower attitude toward ads in the vehicle and increase ad avoidance.
Sixteen copy characteristics or advertising approaches that appear to either increase or decrease irritation emerge from a study of 524 television commercials. The results also show how irritation levels vary by product class and by socioeconomic level. [ABSTRACT FROM AUTHOR] Copyright of Journal of Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
As competition for consumer attention continues to increase, marketers must depend in part on effects from advertising exposure that result from less deliberate processing. One such effect is processing fluency. Building on the change detection literature, this research brings a dynamic perspective to fluency research. Three experiments demonstrate that brand logos and product depictions capture greater fluency when they change location in an advertisement from one exposure to the ad to the next. As a consequence, logo preference and brand choice are enhanced. Evidence shows that spontaneous detection of the location change instigates this process, and that change detection is incidental in nature; participants in all three experiments were unable to accurately report which brand logos or product depictions changed location across ad exposures. These findings suggest that subtle changes to ad design across repeated exposures can facilitate variables of import to marketers, even when processing is minimal.
This paper investigates how consumers identify advertising. Research on new advertising formats such as advertorials etc. shows that they may be more effective than traditional advertising formats. While building on the underlying assumption that the new advertising formats blur the boundaries between advertising and its surrounding content, this has never been tested directly. We draw upon representation and categorization theory to hypothesize that a new advertising format, such as placing an ad message in a non-traditional advertising medium (which has never previously featured advertising), makes it more difficult to identify the message as advertising. As a result, consumers should activate their advertising schemas to a lesser extent and evaluate the message more favorably. An experiment, in which the ad message was placed in either a traditional or non-traditional medium, confirmed the hypotheses.
We propose a framework for classifying postmodern advertising discourse that places intertextuality at the creative center of media convergence. Allegorical references provide connections between advertising texts and other texts. At the same time as technological developments are enabling media to converge in an electronic sense (video and audio integrated with computer networks), the tendency for advertising to depend upon other forms of communication for fall meaning is also growing. This tendency is described and discussed in the context of postmodern thought and of the tension between advertising's utilitarian and aesthetic goals.
A 9-item Likert-type scale was developed to measure consumer skepticism toward advertising Skepticism toward advertising, defined as the general tendency toward disbelief of advertising claims, was hypothesized to be a basic marketplace belief that vanes across individuals and is related to general persuasability. A nomological network was proposed, unidimensionality and internal consistency of the scale were established, and a series of studies were conducted to establish the scale's validity and to investigate the effects of ad skepticism.
The field of marketing communications is currently undergoing a period of great change. This is a reflection of many factors, and is in response to the need to find new ways of increasing cost-effective 'break-through' communication. One new development has been the introduction of the somewhat radical practice of 'Ambient advertising'. This paper sets out to define what is actually meant by this term. It is contrasted to out-of-home advertising and a model of consumer response to Ambient advertising is proposed. Consideration is also given to the measurement of effectiveness with acknowledgement that the way the consumer interacts with such campaigns is unique, suggesting that a traditional advertising approach may be less appropriate. Further issues for consideration are also identified.
It is commonplace to recognize in contemporary advertising a ‘hyperreality’ associated with the greatly expanded and intensified use of images and simulations. While the predominance of an image culture seems to de-emphasize the cognitive generation of meaning that is achieved through linguistically mediated logic, consumers are nevertheless expected to respond with far greater ‘interpretive reflexivity’ to such advertising, a response that activates their cognitive engagement. This article seeks to explain why such ‘postmodern’ advertising works with reference to the political economy of postmodern capitalism and by developing the concept of ‘interpretive power’ that is drawn from Jürgen Habermass’s theory of communicative action and his notion of intelligibility. I argue that postmodern media culture increasingly relies upon an orientation toward validity that the ‘commodity aesthetics’ of earlier advertising either minimized or did not require. Accompanying this demonstration is a contextualization and analysis of an emblematic case of postmodern advertising. I conclude that, far from necessarily signaling a profound crisis in meaning as some commentators assert, a postmodern media culture that relies more and more on the interpretive ‘communicative competence’ of its addressees suggests both greater potential power for cultural commodification as well as greater potential resistance to this by consumers.
Attitude toward the ad (Aad) has been postulated to be a causal mediating variable in the process through which advertising influences brand attitudes and purchase intentions. Previous conceptual and empirical research on this topic has suggested four alternative models of the relationships between brand-related cognitive, affective, and conative responses and ad-related cognitive and affective responses. The authors describe a structural equations analysis of these four models, utilizing two data sets generated within a commercial pretest setting. The results suggest that a dual mediation hypothesis, which postulates that Aad influences brand attitude both directly and indirectly through its effect on brand cognitions, is superior to the other three models under the particular set of conditions in the pretest setting.
This article addresses the issue of how advertising influences consumers' brand choices. A concept termed the attitude toward the advertisement approach (ATT A) is introduced; a theoretical case is developed showing why ATT A is an important mediator of brand choice; empirical evidence in support of this case is presented; and suggestions for future research are offered.