Guerrilla marketing and advertising Dissertation

Guerrilla marketing and advertising - Dissertation Example erception of GM 4.2.3 Impact of GM on Consumers’ Intention to purchase 4.3.4 Impact of GM on Consumers’ Purchase Behaviour 4.3 Findings from the Interview of the Advertising Experts 4.3.1 Reasons for Using GM strategies 4.3.2 Some Examples of Successful GM Strategies 4.3.3 Success of GM for different types of Products 4.3.4 Strategies and Tactics that for Viral Marketing 4.3.5 Challenges of Using GM/VM 4.3.6 Advantages of Using GM/VM 4.3.7 Future Role and Trend for GM Chapter 5: Conclusions and Recommendations 5.1 Summary of Research Findings and Conclusions 5.2 Research Limitations and Scope for Future Research. List of Tables and Figures Table 1: Reasons for Using GM strategies Figure A: Diagrammatic Representation of the Research Methodology Figure 1: Customers’ Awareness of GM Figure 2: Consumers’ Perception of GM as Aggressive Figure 3: Consumers’ Perception of GM as Aggressive Figure 4: Consumers’ Perception of GM as Creating Insights a bout Their Needs Figure 5: Consumers’ Perception of GM as Creating Awareness about New Products Figure 6: GM as Creating Awareness of Non-Advertised Products Figure 7: GM as creating more choices for customers Figure 8: Impact of GM on Consumers’ Intention to purchase Figure 9: Impact of GM on Consumers’ Purchase Behaviour List of Appendices Appendix A: Survey Research Questionnaire Appendix B: Interview Research Questionnaire References Chapter 1: Introduction 1.1 Research Background and Overview While a large amount of literature exists on the various advantages of Guerrilla marketing and also on the strategies and tactics related to this type of marketing, there has been little research on gauging the impact it has. Organizations indulge in viral marketing strategies with the objective of creating awareness for... This essay "Guerrilla marketing and advertising" outlines and analyzes the effect of the GM and its perception by the customers and the problems and opportunities that advertisers have with GM strategies. Guerilla marketing It is non-conventional as it does not confine itself to the regular media or channels of advertising and it uses content strategies that may be more creative or even bizarre. Guerrilla marketing, as it name indicates, largely draws parallels from the Guerrilla warfare strategies. In the case of Guerrilla warfare, the means of war are not straightforward and people do not fight by rules of conventional warfare. The element of surprise is used heavily to conduct short but highly forceful attacks on the opponents. In the same way, Guerrilla marketing follows the concept of surprise and taking the customer unguarded, and projecting the advertised content or message in a targeted manner when the customer least expects it or is least prepared to steal himself or herself against the impact (Tufel, 2004). The logic behind using the surprise element is that most customers being exposed to innumerous advertising messages throughout their day – through TV, the Internet, billboards, newspapers, pamphlets, in shop point of purchase displays etc. – are mostly able to immune themselves against these messages (Susca et al, 2008). There is too much clutter of advertising messages and customers can tune themselves out of the picture when plagued by a huge amount of information that impinges on their senses.