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- Title
GUERRILLA MARKETING AS AN UNCONVENTIONAL MARKETING ACTIVITY.
- Authors
Ristevska-Jovanovska, Snezhana
- Abstract
Integrated marketing communication is an approach used by organizations to brand and coordinate their communication efforts. The primary idea behind IMC strategy is to create a seamless experience for consumers across different aspects of the marketing mix. Event marketing is a promotional strategy that involves face-to-face contact between companies and their customers at special events like concerts, fairs, and sporting events. Since marketers are always looking for more ways to get to their potential target markets, guerrilla marketing itself has become an umbrella term for even more specific communication strategies designed to engage and surprise the consumer with their products and services. There are lots of different types, including ambient, ambush, stealth, viral, street marketing and even one technique called astroturfing. Guerrilla marketing behavior delivers publicity via local unconventional marketing activity that makes people sit up and notice think "shock and awe". The aim of the research in this paper is to indicate the degree of agreement or disagreement with each of these statements about viral and guerrilla marketing. The survey was conducted on a random sample of respondents. With a sample size of 126 respondents, 62% female and 38% male, the survey was conducted in the period October, 2016 to January, 2017.
- Subjects
INTEGRATED marketing; MARKETING; CONSUMERS; FACE-to-face communication; GUERRILLA marketing; VIRAL marketing
- Publication
Research in Physical Education, Sport & Health, 2017, Vol 6, Issue 1, p43
- ISSN
1857-8152
- Publication type
Article