Guerrilla Marketing Research Articles

Neuromarketing for small businesses

Neuromarketing for small businesses

Shaping consumers' perceptions in innovative ways: an exploratory study on Guerrilla marketing

Shaping consumers' perceptions in innovative ways: an exploratory study on Guerrilla marketing

The Fight for the Life of a Tourism Company in a Global Competitive War Environment

Lately there is talk of an expansion of some tourist services in most countries. In the developed countries, through the participation of the various economic sectors in the gross national product has brought a profound change in the global competitive environment. It has been observed, from the research carried out that some tourism companies apply as a technique of promotion on the global market the guerilla marketing. Jay Conrad Levinson defines guerrilla marketing as "achieving common goals through unconventional methods" [Robert J. Kaden, 2008]. "Guerrilla fighters" need to know precisely the important motivations and messages that will influence potential customers to become effective customers of the tourism company and existing customers to buy more. That is why it is important to make the locations known to the consumer, the advantages offered by the tourism company has marketing with all its levers.

Guerilla Marketing Practices of Small and Medium Enterprises: A Case of Calbayog City, Philippines

Journal of Anthropology and Archaeology is a peer-reviewed international journal, which publishes original papers promoting theoretical, methodological and empirical developments in the discipline of socio-cultural anthropology.

Guerilla Marketing Strategies of Neochurches in Cameroon

The subject of this thesis is a phenomenon of guerrilla marketing, an innovative and unconventional form of marketing that emerged relatively recently and became a popular tool of marketing. In Cameroon there have been the opening of many new churches, especially the Pentecostal and evangelical churches who aim at the prosperity gospel. Neochurches are an offspring of the traditional churches with their leaders having a celebrity status and miracles, deliverance and prosperity their main market offerings. Most of these churches have not had significant growths in terms of membership as compared to the traditional churches. There are 89 religious denominations in Cameroon. Cameroon is you see so many churches opening and ending up w very poor membership growth and after 3 or 4 years they shut down. Also if new churches follow the various steps on how to attract a crowd and keep them as permanent members of their churches most new churches in Cameroon will excel in their numbers and membership. The main aim of this study to explore the marketing strategies used by these churches to win new members and keep existing ones and propose innovative marketing strategies to improve on their market position. The results from this exploratory study ahows that here is evidence to prove that all new churches need a good marketing plan to succeed and avoid stagnant growth or shutting down due to few membership in the churches. Marketing is necessary for all organizations both profit making and non profit making organizations and hence churches are not an exclusion. Most neochurches in Cameroon focus to pull a crowd to the Sunday services and special events like crusades and retain the existing members by overt signs of miracles, deliverance, testimonies of prosperity and inspiring massages. It is recommended that these Neochurches should exploit the social media as one of the simplest ways to win in members into their churches and also maintain a fragrant media presence.

EVOLUTION OF GUERRILLA MARKETING AS AN EMERGENT MARKETING STRATEGY IN GLOBAL AND INDIAN CONTEXT

Historical evolution of marketing has always been a major concern of the academicians. The paper is an attempt to divulge the history behind an unconventional marketing tool which although being used on a worldwide scale, yet remains less discussed in the name of guerrilla marketing in literature as compared to other marketing tools. Roots of this marketing instrument stayed scattered until now. But the present discourse attempts to accumulate the chunks from the available literature into a more organised form with a logical flow of events leading to the rise of guerrilla marketing in context to developed and developing economies.

SHAPING CONSUMERS' PERCEPTION IN INNOVATIVE WAY: AN EXPLORATORY STUDY ON GUERRILLA MARKETING

Guerrilla marketing is an innovative concept which is relatively new to the Asian threshold when compared to developed countries of Europe and USA. The study aims to examine the factors of consumers' perception in Indian context and also considers the effect of related unintended factors and emotions as the practice is comparatively new to the consumers of this developing economy. With the help of exploratory factor analysis, six meaningful factors have been extracted. These are enthusiasm generating factor, information generating factor, attractiveness generating factor, understandability, conflicting content and perception factor. The study provides a base model of important factors associated with this marketing tool in India. Eventually, multiple regression analysis is carried on to test the hypothesis of relationship between perception and other factors. As most of the existing studies do not specifically map the factors for the Indian consumers, the current study is a value addition in this field.

Evolution of guerrilla marketing as an emergent marketing strategy in global and Indian context

Evolution of guerrilla marketing as an emergent marketing strategy in global and Indian context

An Empirical Observe at the Effect of Guerilla Advertising on Clients Buy Choice

The present-day organizations are mostly bothered about gaining customers and their attention also most importantly retaining them for a longer duration. Guerilla marketing is one such marketing technique that makes use of unconventional or unique means of attracting customers. More than investment these techniques are more dependent on the creativity and innovation of the person designing the campaign and executing it. It is a low-cost strategy that helps to attract customers quickly with an element of surprise and buzz. Guerilla marketing has been taken as an independent variable where consumer purchase decision happens to be the dependent variable and its sub dependent variables being loyalty, frequency of buying the same product again and again. Guerilla marketing varies from traditional marketing as it's creative and unique at the same time it allows mass coverage on a large scale by spending the least amount of money on the same. It allows the firms to express their views about the product without putting much money or efforts. This research was more quantitative in nature. The sample size under consideration being 783at 95% confidence level. The study proves the point that Guerilla marketing does affect consumer purchase decision and their level of brand awareness.

Guerrilla Marketing

In Today’s World It’s Become Very Difficult For The Companies To Differentiate Their Marketing From The Existing Practice. One Method For Doing This Is To Promote The Guerrilla Marketing. It Is An Imaginative, Outrageous And Eye Catching One Than Conventional Type Of Advertising. The Purpose Of This Article Is To Focus On How The Use Of Guerilla Marketing Affects Consumer Behaviour In Terms Of Emotion, Excitement, Anticipation, Temptation And Aggressive And Purchase Decision. Guerilla Marketing Is More Innovative And Credible Than Traditional Marketing. It Has Great Impact On Brand Image, Brand Association And Purchase Decision. Company Use This Guerilla Marketing As A Surprise Strategy To Promote A Product Or Service. Traditional Media Like Print, Television, Posters And Notice Lose Popularity Among The Consumers, Company Try To Adopt New Technology By Following Various Channels Like Face Book, Instagram, Twitter And Youtube To Make A Good Impression About The Product Or Brand. To Be Successful, Companies Don’t Need To Spend Huge Money, They Just Think In A Different Way To Create A Memorable Experience.

An Empirical Research on Rebooting of Customer Loyalty of Bata Product Through Guerrilla Marketing

This study is conducted to examine the rebooting of customer loyalty of Bata products through Guerrilla marketing that helps to sustain their customers. In this era of globalization all firms are facing competition. Bata Company is not an exception. Hence this study will reveal how for this guerilla marketing is effective to sustain in the market. Primary data collected through survey method. Questionnaire constructed and data was collected from customers in Chennai city. Multiple regression analysis tools are used that helps to predict the effect of independent variables on dependent variable. Multiple regression analysis determines the fit of the model and the relative contribution of each of the predictors to the total variance. The variation in loyalty of customers of Bata products through Guerilla marketing is explained by change in design, cost effectiveness, variety of products and offers to attract customers. Each independent variable explains the variance.

Entrepreneurial marketing and performance of medium size hotel businesses in Ibadan, Nigeria

The challenge many medium sized hotels have today is how to effectively promote their services, bearing in mind the enormous cost of using traditional media to achieve the desired effects. Thus, marketers may have to embrace Entrepreneurial Marketing which is the practice of marketing with entrepreneurial mind set. Hence, this study examined the impact of Entrepreneurial Marketing on performance of medium-size hotel businesses in Ibadan, Nigeria. The data were collected through questionnaire administered to random sample size of 154 hotels and convenient sample of 2 senior staff from each of selected hotel. The data was analyzed using descriptive, regression and correlation statistical methods. The study concluded that Entrepreneurial Marketing (i.e. Guerrilla and Viral Marketing strategies), as it is related to promotion, have significant impact on and relationship with performance (i.e. sales growth and brand image creation) of Medium-size hotel enterprises in Ibadan, Nigeria. The study recommended that Hotel Entrepreneurs should embrace Guerrilla Marketing because of its direct and positive impact which is cost effective; and that they should embrace Viral Marketing because of its direct and positive impacts which are global reach, high speed contact and twoway communication. Keywords: Entrepreneurial Marketing, Brand Image, Business Performance, Guerrilla Marketing, Viral Marketing

Türkiye de Gerilla Pazarlama Uygulamaları Üzerine Nitel Bir Araştırma

In today's world of marketing, competition, brands are pushed to pursue different strategies to convince us. For this reason, guerrilla marketing activities have gained popularity recently. The aim of this study is to investigate the effects of guerrilla marketing activities on consumers. These applications through guerrilla marketing efforts applied in Turkey to influence the decisions of consumers buying what extent, are intended to identify these applications, how they find creative and across traditional means of communication what is as effective and memorable. In this study, there are significant relationships between the above-mentioned factors and guerrilla marketing practices. In this study, qualitative analysis methods were used and data were collected by semistructured interview technique. The research was conducted with students from Ankara Haci Bayram Veli University and various private sector employees. The results of the study are discussed in the ‘conclusion’ section of this study.

Strategi Entrepreneurial Marketing Gocampus.Co.Id Dalam Memasarkan Perguruan Tinggi Swasta

This study aims to market private universities in Indonesia and help students in facilitating the search for university information even become the number one educational information resource in Indonesia, where the analysis used is Matrix Strategic Position and Action Evaluation (SPACE). The research method used is descriptive qualitative. The study was conducted by observation on the environmental conditions of the gocampus.com industry in general and specifically based on existing facts. Analysis method used in this research is entrepreneurial marketing analysis which include strategy: Guerilla marketing, ambush marketing, and word of mouth marketing strategy The result from SPACE matrix quadrant indicates that GoCampus position is in aggressive quadrant with score on horizontal axis of 3 and score on the vertical axis of 2.2. Strategies that GoCampus can run for expansion (growth) from the perspective of entrepreneurial marketing strategy can be applied with several types: Guerrilla marketing, word of mouth marketing, and Ambush marketing. Gocampus can implement an expansion strategy and improve on the strength of human resources (for example by increasing the expertise of human resources, making efficiency in human resources), and increasing Gocampus technology accessibility (eg accessible on smartphones, plug and play available on google play, and sponsorship of google play applications that have a large market share), so that the company's performance can improve, and Gocampus expands its business to increase market share (eg penetrate the international university market).

The Impact of Guerrilla Marketing Tactics on Egyptian Talk Shows’ Viewership: Testing a Celebrity Endorsement Moderating Role

The Impact of Guerrilla Marketing Tactics on Egyptian Talk Shows’ Viewership: Testing a Celebrity Endorsement Moderating Role

INTERNET MARKETING TERM DEFINITION ON THE CURRENT TECHNOLOGY DEVELOPMENT STATE AND INTERNATIONAL MARKET

According to the rapid technology development condition as well as information analysis methods and processing, process of communication with the Internet users the necessity of searching, learning, analyzing and creating the single interpretation and clear understanding of the using instruments is vital for the marketing development stage. The opportunity and easy access to the huge amount of the information provide an ability to discover news and updates at the moment of its implementation. On the other hand, this opportunity make the analytical and defining the certainty of the information processes harder on the current informational market. There have been proposed the definition of the “Internet marketing” term that had been formed as a result of the launched analysis and comparative systematization of the existing data regarding discovering the area components, opinions and suggestions from the different market segments specialists with the practical experience. The main problems of the current stage have been defined as well as the scope and possible ways of solving the current international market situation. The existing instruments and resources have been analyzed and the scheme with the detailed list of the online marketing components has been formed. The list of the actual and ongoing marketing instruments consists of: search engine optimization, web analytics, guerilla marketing, marketing strategy, marketing researches, paid ads, PPC, email-marketing, public relations, website marketing, video marketing campaigns, referral and affiliate marketing, content marketing, social media marketing, viral marketing. The demand on the current marketing point in Ukraine have been analyzed based on the analytics of the different users requests (using different languages (English, Ukrainian, Russian) and ways of the term spelling as the search requests using the instrument Google Trends). The results of the current problem stage, its relevance and ambiguity of the suggested solution at the market, discovered problems at the different marketing segments provide the points for further research discover.

From dancing on the street to dating online: evaluating guerrilla street marketing performance

The purpose of this research is to explore how marketing communication professionals assess the performance of street guerrilla marketing campaigns. The article is based on a literature review and qualitative interviews with 20 marketing communications professionals from large internationally recognised marketing communication agencies and smaller independent guerrilla marketing communication-specialist agencies. Professionals carefully and purposefully select appropriate environments and combine distinctive instruments to track cognitive, affective and behavioural responses. The effects of guerrilla street marketing are moving from performance on street level to acquiring and quantifying online diffusion. The results of the study are important for both researchers and practitioners who design and organise campaigns as well as users of alternative out-of-home media channels. Understanding the practices of experienced professionals helped to identify practical techniques used to evaluate contemporary street guerrilla marketing instruments. This article is one of the first to explore the effects of contemporary guerrilla marketing on the street as well as online.

Применение нетнографических исследований для оценки результативности провокационного и партизанского маркетинга на рынке произведений искусства и культуры

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Применение нетнографических исследований для оценки результативности провокационного и партизанского маркетинга на рынке произведений искусства и культуры

Применение нетнографических исследований для оценки результативности провокационного и партизанского маркетинга на рынке произведений искусства и культуры

The surprise effect of ambient ad on the path leading to purchase: Testing the role of attitude toward the brand

ABSTRACT Enterprises have made changes in their marketing and communication activities because of increased competition and changes in consumer behavior. In seeking to stand out from their competitors, brands have started to use more creative, extraordinary, interactive, and nontraditional approaches in their advertisements. One of these approaches is ambient advertising, which involves the guerilla marketing activities and alters environmental elements that consumers interact with (e.g., pedestrian paths, bus stops) creatively and unexpectedly and renders these elements meaningful in terms of advertising. In ambient advertising literature, relationships between perceived surprise, attention toward the ad, attitudes toward the ad and brand, purchase intention, and mediation effect of attitude toward an unknown brand have not been hierarchically tested. In this study, the effectiveness of ambient advertising was evaluated based on a structural equation model and the data were collected from 194 consumers through cross-sectional survey method. The results revealed some statistically significant relationships. In conclusion, perceived surprise was determined as a strong antecedent of attention toward the ad, attitude toward ambient advertising was found to have a positive effect on purchase intention, and it was also found that attitude toward the brand had a mediating effect between attitude toward the ad and purchase intention.