Guerrilla Marketing – An Untraditional Untraditional Methods To Place A Brand In YoungConsumer‟s Perception

  • Shri Ramdeobaba College of Engineering and Management Nagpur
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In the hectic business world of today, marketing has a tendency towards continuous formation and development. The number of companies and the level of production grow and costs of promotion in sales are on the rise Attracting the right clients precisely when they need your help requires a well-planned marketing strategy. Guerilla Marketing is differentiated among other generally accepted promotional tools by its unexpected effect and therefore can be titled ‗outbox‘ marketing. The key to success marketing especially advertising is important for sales, though a company is paying for media space and wants to reach as many potential buyers as possible. Guerilla Marketing is a means to gain maximum exposure through minimal cost to the company. Hence by using mass marketing the waste is often big, organizations send countless of messages out to the erroneous group, therefore, the need for more of an efficient method is current, to reach the right customer through the marketing campaign without getting lost in the clutter There are similar stories in business when some starry-eyed start-up shocks the world with a highly creative, surprise-style marketing campaign that runs on a very low costs. While this paper would try and understand the terminology, its literature, application and seeks to find the significant effect of Guerilla marketing on consumer perception.

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The concept of guerrilla marketing subsumes a set of different innovative advertising instruments which aim at gaining a large effect with a small budget. Although these instruments are more and more often applied by practitioners, there is barely scientific discussion about the concept. Therefore, this study describes the evolution of the current understanding of guerrilla marketing as an attempt of gaining the attention of a large number of recipients at relatively low costs by means of a surprise effect and a diffusion effect. The study highlights how different guerrilla instruments (ambient, sensation, viral, buzz and ambush marketing), try to evoke these effects. Finally, since there is rare empirical evidence about the efficacy of guerrilla marketing, the paper outlines a conceptual framework and several propositions for further research from consumer behavior perspective and managerial perspective.
This new edition retains ints authoritative presentation of marketing theory while still maintaining an interesting and engaging writing style. Stewart Adam, Deakin University; Sara Denize, University of Western Sydney, Australia. <br /
Purpose The aim of the research reported in this paper was to identify for which types of products and services consumers find the advertising to lack credibility and in which media this effect is most serious. The association between self‐esteem and skepticism towards advertising was also explored. Design/methodology/approach Using a structured questionnaire, 200 Hong Kong shoppers were surveyed in mall intercept interviews. Findings The results showed that ads for weight‐loss products were considered the least credible. The broadcast media (radio, broadcast television and cable television) were considered the most credible advertising media, while direct mail and the internet were considered the least credible. Self‐esteem was found to be positively related with skepticism towards advertising. Research limitations/implications The study had two key limitations. First, the list of products and services was not exhaustive. Second, the study did not consider how frequently the interviewees were exposed to each medium. Practical implications By recognizing the credibility of their advertisements and the media in which they are placed, and the influence of self‐esteem on advertising skepticism, the findings are of use to advertisers in formulating their strategies. The findings also provide information of value for policy makers trying to combat non‐credible and deceptive advertising. Originality/value The primary contribution from this work comes in the form of methodological considerations. This is the first study to consider the relationships between self‐esteem and skepticism after controlling for socially desirable responding. Also, this study takes a broader perspective by looking at credibility of advertising across a range of products and media, and with a broader audience, than has been considered in previous research.
Purpose The purpose of this paper is to contribute to research on the cognitive capacity theory. The paper aims to examine the effects of advertising recipients' positive and negative associations, that is their memories and fantasies evoked by the advertising stimulus, on brand attitude for advertisements that require little effort to process; focusing on positively framed advertisements. Design/methodology/approach This paper suggests a model on the effects of positive and negative association on brand attitude and tests it using partial least square. Advertisements that are easy to process were selected in a pre‐test. Findings It is shown that if advertisements are easy to process, the effects of consumers' associations depend on their favourableness: positive associations have a positive effect and negative associations have a negative effect on brand attitude. These findings are an extension of knowledge on the effects of associations, because for informational advertisements previous research has demonstrated that associations generally have a negative effect on brand attitude. Practical implications Results of this study suggest that evoking positive memories and fantasies in the target group enhances the effectiveness of advertisements that require little effort to process. Originality/value Effects of associations on brand attitude have not been studied for advertisements that require little effort to process. Previous studies have not distinguished positive and negative associations; this study analyses their effects separately.
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Coping with a Corporate Crises
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