Guerrilla Marketing

Definition

Guerrilla marketing is an unconventional and creative approach to promoting a product or service, often using low-cost and unexpected tactics to capture the attention of the target audience. It aims to create a memorable and impactful impression that stands out from traditional marketing methods.

5 Must Know Facts For Your Next Test

1. Guerrilla marketing is often characterized by its low-cost, high-impact nature, making it an attractive option for small businesses and startups with limited marketing budgets.
2. The goal of guerrilla marketing is to create a memorable and shareable experience that generates word-of-mouth and viral buzz, rather than relying on traditional advertising methods.
3. Guerrilla marketing tactics can include street art, flash mobs, guerrilla projections, and other unconventional methods that surprise and delight the target audience.
4. Effective guerrilla marketing campaigns often leverage the element of surprise and create a sense of curiosity or intrigue, encouraging the audience to engage with the brand.
5. While guerrilla marketing can be highly effective, it also carries inherent risks, as some tactics may be perceived as unethical or illegal if not executed properly.

Review Questions

• Explain how guerrilla marketing can be used to address ethical issues in marketing communication.
  • Guerrilla marketing, with its focus on creating memorable and impactful experiences, can be a powerful tool to address ethical issues in marketing communication. By using unconventional and creative tactics, brands can engage their audience in a more authentic and transparent way, avoiding the potential pitfalls of traditional advertising methods that may be perceived as intrusive or manipulative. Guerrilla marketing campaigns that prioritize the audience's needs and interests, rather than solely promoting the brand, can help build trust and foster positive brand-consumer relationships. Additionally, guerrilla marketing can be leveraged to raise awareness about important social or environmental issues, aligning the brand's values with those of the target audience and promoting ethical practices.
• Analyze how the element of surprise in guerrilla marketing can impact the ethical considerations of a campaign.
  • The element of surprise inherent in guerrilla marketing can have a significant impact on the ethical considerations of a campaign. While the unexpected and engaging nature of guerrilla tactics can capture the audience's attention and create a memorable experience, it also carries the risk of crossing ethical boundaries. If not executed thoughtfully, guerrilla marketing campaigns may be perceived as intrusive, deceptive, or even illegal, potentially damaging the brand's reputation and eroding consumer trust. Marketers must carefully consider the potential impact of their guerrilla tactics on the target audience, ensuring that the campaign aligns with ethical principles such as transparency, consent, and respect for individual privacy. By striking a balance between creativity and ethical responsibility, brands can leverage the power of guerrilla marketing to communicate in a way that is both impactful and socially responsible.
• Evaluate the potential ethical challenges and opportunities presented by the use of guerrilla marketing tactics in the context of marketing communication.
  • The use of guerrilla marketing tactics in the context of marketing communication presents both ethical challenges and opportunities. On the one hand, the unconventional and unexpected nature of guerrilla marketing can capture the audience's attention and create a memorable brand experience, aligning with the principles of ethical marketing that prioritize consumer engagement and value creation. However, the same tactics that make guerrilla marketing effective can also raise ethical concerns if not executed with care and consideration. Marketers must be mindful of potential issues such as privacy infringement, public nuisance, and the risk of misleading or deceiving the audience. Carefully evaluating the potential consequences of their guerrilla tactics and ensuring alignment with ethical guidelines can help brands harness the power of guerrilla marketing to communicate in a way that is both impactful and socially responsible. By striking the right balance, brands can leverage guerrilla marketing to create meaningful connections with their audience while upholding ethical standards in marketing communication.

Related terms

Ambient Marketing: A form of guerrilla marketing that utilizes the environment or unexpected locations to deliver promotional messages and engage the audience.

Viral Marketing: A marketing strategy that encourages individuals to share a marketing message, creating a self-propagating effect that rapidly increases the message's reach.

Experiential Marketing: A marketing approach that focuses on creating memorable experiences for the target audience, often through interactive and immersive events or activities.