Guerrilla advertisement and marketing

dc.contributor.author Bigat, Ekrem Cetin
dc.date.accessioned 2019-06-27T08:04:14Z
dc.date.available 2019-06-27T08:04:14Z
dc.date.issued 2012
dc.description.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 audience en_US]
dc.description.abstract rather 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 en_US]
dc.identifier.citationcount 5
dc.identifier.doi 10.1016/j.sbspro.2012.08.281 en_US
dc.identifier.endpage 1029
dc.identifier.issn 1877-0428 en_US
dc.identifier.issn 1877-0428
dc.identifier.scopusquality N/A
dc.identifier.startpage 1022 en_US
dc.identifier.uri https://hdl.handle.net/20.500.12469/912
dc.identifier.uri https://doi.org/10.1016/j.sbspro.2012.08.281
dc.identifier.volume 51 en_US
dc.identifier.wos WOS:000316256000173 en_US
dc.identifier.wosquality N/A
dc.institutionauthor Bigat, Ekrem Cetin en_US
dc.language.iso en en_US
dc.publisher Elsevier Science Bv en_US
dc.relation.journal Procedia - Social and Behavioral Sciences en_US
dc.relation.publicationcategory Konferans Öğesi - Uluslararası - Kurum Öğretim Elemanı en_US
dc.rights info:eu-repo/semantics/openAccess en_US
dc.subject Guerrilla advertising en_US
dc.subject Guerrilla marketing en_US
dc.subject Guerrilla art en_US
dc.title Guerrilla advertisement and marketing en_US
dc.type Conference Object en_US
dc.wos.citedbyCount 6
dspace.entity.type Publication

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