THE IMPACT OF GUERILLA MARKETING PRACTICES ON CONSUMER ATTITUDES AND COMPARISON WITH TRADITIONAL MARKETING COMMUNICATION: A PRACTICE

Year 2019, Volume: 6 Issue: 1, 1 - 24, 04.01.2019

Damir Spahıc , Nurettin Parıltı

Abstract

Communication with consumers for each company represents
great importance, where the way of communication is carefully chosen. One of
the most interesting and successful ways of communication with the public is
guerrilla marketing communication, where with its instruments enables the
company to make large public effects with limited resources and makes great
impact on the public. On the market, with a large number of advertisements, which
belongs to the traditional way of communication, creative advertising campaign
with an interesting content on the selected places is one of the ways of
communicating with consumers. This article is based on the comparison of
traditional marketing communication and guerrilla marketing communication, as
well as to determine why and how communication is more effective than other communication
method. In another words, two types of advertisements are displayed in the
research where one relates to the traditional marketing communication while
other refers to guerrilla marketing communication. Also the purpose of this
study is to see how the guerrilla marketing communication and traditional
marketing communication differ according to consumers throwing demographic
factors such as gender, level of education, level and nationality. Article aims
to see guerilla marketing campaigns effects on consumers and how they perceived
with regard to the level of attention, level of interest, memorability as well
as the level of recommendation of these advertisements.Through certain questions of the questionnaire and
through the answers of 406 respondents, it is concluded why one way of
communication is better than the other one. According to this research, guerrilla
marketing communication is a sort of creative challenge for many companies,
where, due to the changeable situation on the market and the unfavorable cost
aspect, a large number of companies choose to use this way of communication. Traditional
marketing communication is associated with high costs that involve posters on
billboards that are largely represented in the public and that do not give good
results and generate high costs.

Keywords

Traditional marketing communication, Guerrilla marketing communication, Market, Advertisement

References

• Encyclopaedia Britannica. (2016, May 10). Rensis Likert American Social Scientist. Retrieved Agustos 23, 2018, from Encyclopaedia Britannica: https://www.britannica.com/biography/Rensis-Likert
• Fraile, A. (2018, May 09). What is Viral Marketing? Advantages and Examples. Retrieved August 22, 2018, from Cyberclick: https://www.cyberclick.es/numericalblogen/what-is-viral-marketing-advantages-and-examples
• Hospes, C. (2007). Guerrilla Marketing - Nieuwe sluiproutes naar het hart van je klant. Amsterdam, Netherlands: Haystack.
• Hutter, K., & Hoffmann, S. (2011). Guerilla Marketing: The Nature of the Concept and Propositions for Further Research. New York, United States of America: Asian Journal of Marketing.
• Hutter, K., & Hoffmann, S. (2011). Guerrilla Marketing: The Nature of the Concept and Proposions for Further Research. Asian Journal of Marketing 5, 5(2), 39-54.
• JCDecaux North America. (2014, March 13). A Giant Espresso Machine in Chicago. Retrieved August 19, 2018, from JCDecaux North America: http://www.jcdecauxna.com/innovate/news/giant-espresso-machine-chicago
• Katke, K. (2016, July). Guerrilla Marketing for Effective Marketing Communication: A Special Reference to Social Reference to Social Media Marketing. Asia Pacific Journal of Research, 151-157.
• Levinson , J. C. (2006). Guerrilla Marketing: Put Your Advertising on Steroids. (Vol. 5). New York, United States of America: Morgan James.
• Levinson, J., & Levinson, J. (2011). Guerrilla Marketing Mix: The Best of Guerrilla Marketing. Fitch Irvine, USA: Entrepreuner Press.
• Morgan, J. (2014, November 27). Gift, food, drinks and lifestyle billboards filling the L.A. skies in November 2014. Retrieved August 19, 2018, from Jason in Hollywood: https://jasoninhollywood.blogspot.com/2014/11/gift-food-drinks-and-lifestyle.html
• prava Ujwala, B. (2012, October 10). Insights of guerilla marketing in business scenario. International Journal of Marketing, Financial Services & Management Research, 1(10), 120-128. Retrieved June 3, 2018, from http://indianresearchjournals.com/pdf/IJMFSMR/2012/October/10.pdf
• Stanpton, S. (2014, June 15). Studio 7. Retrieved September 10, 2018, from Guerrilla marketing - Is it for you: http://gotostudio7.com/guerrilla-marketing-is-it-for-you/Tolley, A. (2016, September 02). The Risk and Rewards of Guerrilla Marketing. Retrieved August 23, 2018, from Merchandise: https://blog.merchandise.co.uk/risks-rewards-guerrilla-marketing
• Ujwala, B. (2012). Insights of Guerrilla Marketing in Business Scenario. International Journal of Marketring, Financial Services & Management Research, 120-128..