Guerilla Marketing

Abstract The efforts of guerrilla marketing are intended to create a unique, engaging and thought-provoking idea to generate excitement and talk; with the hopes of consequently going viral and spreading like wild fire. Guerrilla is a form of marketing with the goal of maximizing success at the lowest cost possible. There are many forms and approaches to take when utilizing guerrilla marketing. Some of the different types of guerrilla marketing are: graffiti, sticker bombing, flash mobs/reverse graffiti, viral marketing, presence marketing and many more that will be addressed in this paper. Along with the benefits and limitless possibilities guerrilla marketing can provide, like most things in life there are risks involved. A couple of the risks that will be elaborated on are misrepresentation of a product and the possibility of customers misunderstanding devices and prompts used to market products. Some respectable companies are turning to guerrilla tactics because standard more conventional marketing is becoming too expensive and wasteful. The idea of using guerrilla marketing is to provide eye level advertising to consumers. Due to the requirement for creativeness involved in guerrilla marketing, sometimes the creative approach may result in negative feedback by those that witness their marketing strategy and sometimes even getting arrested. Either way there are always certain audiences that encourage and appreciate ones strategy. With all reactions possible in the end all that witness has an impression and a picture in their head that will not be forgotten; which is the desired result of all marketing.
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Guerrilla Marketing has many forms and methods of being effective. For example different types of guerrilla marketing include: graffiti, sticker bombing, and flash mobs. These forms of marketing tend to be popular in local or large network of individual cells to promote a product or idea. “The term guerrilla marketing is

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