Guerrilla advertisement and marketing

Abstract

This study examines the relationships similarities and differences among traditional advertising applications guerrilla art guerrilla marketing and guerrilla advertising all of which are interrelated. Guerrilla advertising differs from traditional advertising in that it is creative and allows for maximum turnover while spending the least amount of money since it is able to benefit from innovative strategies and promotional tactics. Guerrilla marketing employs various techniques which keep costs at a minimum and it is utilized for companies that have a say about their products. Of course this approach to marketing involves procedures but these are not realized as TV commercials or advertisements which solely intervene in the perceptions of the audiencerather this form of advertising appears in unexpected locations. Guerrilla marketing is utilized not only by institutional firms but also by local and small businesses and these low-cost advertising tactics allow them to compete with larger firms. Guerrilla forms of marketing offer businesses various opportunities to boost sales figures through the use of unusual strategies. While guerrilla marketing also focuses on increasing sales and profits it differs from traditional marketing with respect to the strategies and methods employed. This study takes a broad approach and draws upon both local and international sources as well as the existing literature to identify problematic areas. After an examination of visual examples and discourses on the issue in the literature the study concludes with a comparative discussion of guerrilla art and related advertising techniques. (C) 2012 Published by Elsevier Ltd. Selection and/or peer review under responsibility of Prof. Ayse Cakir Ilhan