Guerrilla Marketing—Innovative or Parasitic Marketing?

Nufer, Gerd

doi:10.4236/me.2013.49a001

Cited by 29 publications

(27 citation statements)

References 5 publications

(3 reference statements)

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“…Surprise: Surprise is a sensational feeling, a powerful factor that makes the customers "wow" or "aha" in ambient and sensation marketing, the two sub components of guerrilla marketing [16]. A surprised person will stop his activity and give attention to the surprising [23].…”

Section: A Independent Variablesmentioning

confidence: 99%

“…Therefore, the shift of contemporary marketing is from the no longer effective traditional one to the guerrilla. Even though guerrilla marketing may not completely replace traditional marketing, it does unarguably illustrate new directions, support the proven marketing tools and supplement them with unconventional elements, the purpose of which is to achieve advertising effectiveness and influence consumer behavior [16].…”

Section: Introductionmentioning

confidence: 99%

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The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam

Tam¹,

Khương²

2015

IJTEF

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Abstract-The research purpose was to explore guerrilla marketing effects on consumer behavior. Based on previous literature of guerrilla marketing and proposed model frameworks of advertising, the research evaluated consumer perception through their exposure to 20 guerrilla advertisements. Factor Analysis and Multiple Regression were employed to examine such effects. The results showed that creativity, emotion arousal and message clarity had significant effects on purchase intention whereas humor and surprise did not. Academicians may have some insights into the applicability of guerrilla marketing in Vietnam and managers, especially those working in advertising industry, may make use of the results to develop effective marketing strategy to attract and persuade their customers to buy their products.

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Section: A Independent Variablesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam

Tam¹,

Khương²

2015

IJTEF

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“…It is an advertising strategy that focuses on low-cost marketing tactics, mostly small-scale, which can achieve interesting and unconventional results (Behal & Saaren, 2013). In essence, it is about using the elements of guerrilla fighting in marketing, that is, to achieve success (profit) with minimal resources (Nufer, 2013). Its great advantage is that it does not require much time, energy, and capital, and is therefore particularly suitable for small and medium-sized enterprises (Greco, 1995;Černá & Váňa, 2011).…”

Section: Literature Reviewmentioning

confidence: 99%

Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study

Mudrík

Rigelský

Gavurová

et al. 2020

Innovative Marketing

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The study aims to evaluate the impact of selected factors of viral campaigns on Millennials customers’ consumer behavior. This goal was achieved in two steps: in the first step, the authors determined the impact of selected attributes on purchasing behavior in general, and in the second step, they compared the impact of the selected research campaigns – the guerrilla campaign of the company 4KA and the viral campaign of the company ABSOLUT. The inputs to the analyses were obtained through answers from 360 respondents, which completed the questionnaire on a sample of Millennials customers generation (1975–2000) – social generation, which collaborate and cooperate, expect technology to simply work for adventure and passionate about values (Smith, Nichols, 2015). The survey part of the questionnaire consisted of 8 attributes (Novelty, Relevance, Aesthetics, Clarity, Humor, Emotion arousal, Surprise, Design, Purchase intention). Data were collected based on participants’ availability and their will to participate in the questionnaire and quota selection. The PLS PM method was used to assess the impact, and the bootstrap-based parametric method was used to assess the difference in the impact. One of the most important findings is that attributes such as Novelty, Relevance, Humor, and Surprise significantly affect purchasing behavior. Concerning the company 4KA, significant impacts were seen in Relevance and Surprise, and with the company ABSOLUT, significant impacts were seen in Relevance, Humor, and Surprise. When analyzing the difference in the impact, there were no significant differences between the campaigns. Acknowledgment This article is one of the partial outputs under the scientific research grant VEGA 1/0694/20, VEGA 1/0609/19.

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“…Guerrilla marketing designates the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact-in the ideal case with a comparable minimum investment (Nufer, 2013). These low cost, creative and unconventional promotional techniques are becoming more assessable due to rapid technological changes and decreasing costs (Betts and Huzey, 2008).…”

Section: Sustainable Practices Through Green Guerrilla Marketing -An mentioning

confidence: 99%

Sustainable practices through green guerrilla marketing – an innovative approach

Gupta

Singh

2017

RISUS

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Sustainability is the need of the hour. Organizations that align the interests of all their stakeholders -customers, investors and employees are considered to act for sustainable development. But some of the organizations compromise to this fact. They are rather busy exploiting the resources. Bluffing the customers for making quick profits has become a prevalent notion. Amidst all these selfish motives, they tend to forget about the repercussions which we and our planet may endure as a whole in near future. There are many evidences when responsible companies have proved themselves performing better in the long run. Green Guerrilla Marketing is an innovative concept, trying to figure out various ways to successfully market the products and at the same time acting ethically and socially responsible towards the sustainable development. It revolves around being conscious about 3Ps which are People, Profits and Planet. Guerrilla Marketing is an unconventional marketing strategy that focuses on attracting huge customer base with least amount of cost involved. Roots of Guerrilla Marketing can be traced to guerrilla warfare that was off-center warfare technique using unusual tactics by the armed civilians during Vietnam War in the 1960s. Since then this marketing concept has attracted many business houses. So far, Guerrilla Marketing was considered only as a creative tool for promoting ones' product and services but now it can be seen as a responsible tool as well, which works toward a better society at large under the broad head of Green Guerrilla Marketing. Therefore, the paper is a pioneer attempt in understanding the potential of Green Guerrilla Marketing in the light of both sustainability and innovation at the same time. Also, it discusses various guerrilla techniques to market the products ethically without compromising on the profits. In the end, the paper also evaluates the examples to examine the concept. Keywords: Green Guerrilla Marketing, Guerrilla Marketing, Sustainability, Innovation, Society, Profits Blefan os clientes para fazer lucros rápidos e isso se tornou comun. Em meio a todos esses motivos egoístas, eles tendem a esquecer das repercussões que nós e nosso planeta podemos suportar como um todo em um futuro próximo. Há muitas evidências quando as empresas responsáveis mostraram melhor desempenho no longo prazo. Green Guerrilla Marketing é um conceito inovador, tentando descobrir várias maneiras de comercializar com sucesso os produtos e, ao mesmo tempo, agir eticamente e socialmente responsável para o desenvolvimento sustentável. Ele gira em torno de ser consciente sobre 3Ps que são Pessoas, Lucros e Planeta. Marketing de Guerrilha é uma estratégia de marketing não convencional que se concentra em atrair uma enorme base de clientes com menos custos envolvidos. As Raízes desta estrategia pode ser rastreada para a guerra de guerrilha que foi a técnica de guerra fora da parte central dos acontecimentos usando táticas incomuns pelos civis armados durante a Guerra do Vietnã na década de 1960. D...

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Guerrilla Marketing—Innovative or Parasitic Marketing?

Cited by 29 publications

References 5 publications

The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam

The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam

Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study

Sustainable practices through green guerrilla marketing – an innovative approach

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