Year 2019, Volume 6, Issue 1, Pages 1 - 24 2019-01-04

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

DAMIR SPAHIC [1] , Nurettin Parıltı [2]

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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.

Traditional marketing communication, Guerrilla marketing communication, Market, Advertisement
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Journal Section Makaleler
Authors

Author: DAMIR SPAHIC (Primary Author)
Institution: Ankara Hacı Bayram Veli Üniversitesi
Country: Turkey


Author: Nurettin Parıltı
Institution: TÜRK HAVA KURUMU ÜNİVERSİTESİ
Country: Turkey


Bibtex @research article { jobaf490120, journal = {Journal of Banking and Financial Research}, issn = {2148-4090}, eissn = {2148-4090}, address = {Gazi University}, year = {2019}, volume = {6}, pages = {1 - 24}, doi = {}, title = {THE IMPACT OF GUERILLA MARKETING PRACTICES ON CONSUMER ATTITUDES AND COMPARISON WITH TRADITIONAL MARKETING COMMUNICATION: A PRACTICE}, key = {cite}, author = {SPAHIC, DAMIR and Parıltı, Nurettin} }
APA SPAHIC, D , Parıltı, N . (2019). THE IMPACT OF GUERILLA MARKETING PRACTICES ON CONSUMER ATTITUDES AND COMPARISON WITH TRADITIONAL MARKETING COMMUNICATION: A PRACTICE. Journal of Banking and Financial Research, 6 (1), 1-24. Retrieved from http://dergipark.org.tr/jobaf/issue/42229/490120
MLA SPAHIC, D , Parıltı, N . "THE IMPACT OF GUERILLA MARKETING PRACTICES ON CONSUMER ATTITUDES AND COMPARISON WITH TRADITIONAL MARKETING COMMUNICATION: A PRACTICE". Journal of Banking and Financial Research 6 (2019): 1-24 <http://dergipark.org.tr/jobaf/issue/42229/490120>
Chicago SPAHIC, D , Parıltı, N . "THE IMPACT OF GUERILLA MARKETING PRACTICES ON CONSUMER ATTITUDES AND COMPARISON WITH TRADITIONAL MARKETING COMMUNICATION: A PRACTICE". Journal of Banking and Financial Research 6 (2019): 1-24
RIS TY - JOUR T1 - THE IMPACT OF GUERILLA MARKETING PRACTICES ON CONSUMER ATTITUDES AND COMPARISON WITH TRADITIONAL MARKETING COMMUNICATION: A PRACTICE AU - DAMIR SPAHIC , Nurettin Parıltı Y1 - 2019 PY - 2019 N1 - DO - T2 - Journal of Banking and Financial Research JF - Journal JO - JOR SP - 1 EP - 24 VL - 6 IS - 1 SN - 2148-4090-2148-4090 M3 - UR - Y2 - 2018 ER -
EndNote %0 Journal of Banking and Financial Research THE IMPACT OF GUERILLA MARKETING PRACTICES ON CONSUMER ATTITUDES AND COMPARISON WITH TRADITIONAL MARKETING COMMUNICATION: A PRACTICE %A DAMIR SPAHIC , Nurettin Parıltı %T THE IMPACT OF GUERILLA MARKETING PRACTICES ON CONSUMER ATTITUDES AND COMPARISON WITH TRADITIONAL MARKETING COMMUNICATION: A PRACTICE %D 2019 %J Journal of Banking and Financial Research %P 2148-4090-2148-4090 %V 6 %N 1 %R %U
ISNAD SPAHIC, DAMIR , Parıltı, Nurettin . "THE IMPACT OF GUERILLA MARKETING PRACTICES ON CONSUMER ATTITUDES AND COMPARISON WITH TRADITIONAL MARKETING COMMUNICATION: A PRACTICE". Journal of Banking and Financial Research 6 / 1 (January 2019): 1-24.