ADV 2151 Lecture Notes - Lecture 20: Jay Conrad Levinson, Guerrilla Marketing, Spinmedia
5 May 2018
School
Department
Course
Professor
Intro to Art Direction
Week 11 - Guerrilla Advertising
What is Guerrilla Advertising/Marketing
Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional
marketing tactics that yield maximum results.
History Behind the Name
The oigial te as oied y Jay Coad Leiso i his 14 ook Gueilla Adetisig
It was inspired by guerrilla warfare which is a form of irregular warfare and relates to the small
tactic strategies used by armed civilians.
It relies heavily on unconventional marketing strategy, high energy and imagination.
It is about taking the consumer by surprise, making a lasting impression and creating copious
amounts of social buzz/media attention.
Guerrilla marketing makes a far more valuable impression with consumers in comparison to
more traditional forms of advertising
This is due to the fact that most guerilla campaigns aim to strike the consumer at a more
personal and memorable level.
While originally developed by small businesses with limited budgets, big businesses have
started to recognize the effectiveness of these campaigns and are also utilizing guerilla
marketing techniques
There are multiple types of
Guerrilla Marketing.
Ambient marketing
Ambient marketing allows a business to create brand recognition without necessarily pushing
their products. It is about placing advertisements into your environment
Wild Postings
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Guerrilla marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. The o(cid:396)igi(cid:374)al te(cid:396)(cid:373) (cid:449)as (cid:272)oi(cid:374)ed (cid:271)y jay co(cid:374)(cid:396)ad le(cid:448)i(cid:374)so(cid:374) i(cid:374) his 1(cid:1013)(cid:1012)4 (cid:271)ook (cid:858)gue(cid:396)(cid:396)illa ad(cid:448)e(cid:396)tisi(cid:374)g(cid:859) It was inspired by guerrilla warfare which is a form of irregular warfare and relates to the small tactic strategies used by armed civilians. It relies heavily on unconventional marketing strategy, high energy and imagination. It is about taking the consumer by surprise, making a lasting impression and creating copious amounts of social buzz/media attention. Guerrilla marketing makes a far more valuable impression with consumers in comparison to more traditional forms of advertising. This is due to the fact that most guerilla campaigns aim to strike the consumer at a more personal and memorable level. While originally developed by small businesses with limited budgets, big businesses have started to recognize the effectiveness of these campaigns and are also utilizing guerilla marketing techniques.
