StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Guerrilla Marketing An alternative to classical marketing instruments - Essay Example

Cite this document
Summary
Classical marketing instruments include very traditional efforts such as delivering direct mailing with incentives, such as cash off coupon mailings, in…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER97.9% of users find it useful
Guerrilla Marketing An alternative to classical marketing instruments
Read Text Preview

Extract of sample "Guerrilla Marketing An alternative to classical marketing instruments"

Download file to see previous pages

The difficulty with these traditional tools for marketing lies in areas of cost, as these are often expensive campaigns which require the efforts of internal and external expertise in order to make these campaigns bring a positive return on investment. For the smaller to mid-sized company, sometimes the classical marketing efforts are just too expensive to launch successfully without straining the brand budget. The purpose of this proposed research project is to investigate whether or not guerrilla marketing is more effective than other traditional methods for building rapid consumer interest.

It has already been established that the costs of classical marketing instruments are sometimes just too high for the smaller business and these companies, in order to compete with larger and more budget-capable competitors, these brands require low-cost efforts to build stronger presence in their consumer target markets. Since it is completely unclear whether or not guerrilla marketing has the potential to bring better results than more costly and complicated marketing campaigns, it is important to identify different methods in which guerrilla marketing can and should be used to bring better results in consumer sales.

Guerrilla marketing, best defined as a rather unconventional and innovative marketing technique which gathers consumers’ attention in unusual ways, is a new type of marketing which is becoming commonplace in today’s businesses, especially those with smaller marketing budgets. Guerrilla marketing is a more direct, in-your-face type of marketing which attracts rapid attention from desired consumer target audiences and uses tactics which create connection through lifestyle or personal consumer interests.

For example, the Pepsi-Cola company conducted research among Hispanics and discovered that this group was drawn by colas with a cherry flavouring and product brand names which are catchy and rememberable. The results

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Guerrilla Marketing An alternative to classical marketing instruments Essay”, n.d.)
Retrieved from https://studentshare.org/miscellaneous/1561597-guerrilla-marketing-an-alternative-to-classical-marketing-instruments
(Guerrilla Marketing An Alternative to Classical Marketing Instruments Essay)
https://studentshare.org/miscellaneous/1561597-guerrilla-marketing-an-alternative-to-classical-marketing-instruments.
“Guerrilla Marketing An Alternative to Classical Marketing Instruments Essay”, n.d. https://studentshare.org/miscellaneous/1561597-guerrilla-marketing-an-alternative-to-classical-marketing-instruments.
  • Cited: 0 times

CHECK THESE SAMPLES OF Guerrilla Marketing An alternative to classical marketing instruments

Classic airline and marketing solution

… One of the fifth largest airlines, Classic Airlines is experiencing challenges due to larger service costs and fuel costs and issues related to service and marketing.... One of the main problems is that the Chief Financial Officer and Chief Executive Officer of this airline focuses less on marketing and at the same time wants more consumers to use this airlines.... Classic Airlines expects to provide better quality services at the same airfare and this means that the marketing department needs to extensively and aggressively market the product to attract more customers....
6 Pages (1500 words) Essay

Levinsons Guerrilla Marketing

Book report on ‘guerrilla marketing' Name Institutional affiliation Tutor Date Book report on ‘guerrilla marketing' The work of Levinson (2007) can be briefly been described as a piece of work full of supportive ideologies and theories that are beneficial for prospective businessmen, both in the growth of the businesses and for marketing.... This essay shall attempt to review Levinson's (2007) work on ‘guerrilla marketing', picking out the major points that validate this book as a must for all entrepreneurs....
6 Pages (1500 words) Essay

Classic Airlines Marketing Solution

This essay "Classic Airlines marketing Solution" is focused on the marketing solution for classic airlines.... nbsp;… The current paper focuses on the marketing needs of a well – known organization, in the context of the airline industry, Classic Airlines.... The firm's marketing plans are currently based on the Classic Rewards Program; however, the performance of this scheme has been significantly declined in 2005, compared to 2004; the relevant decrease has reached a percentage of 20% within just one year....
8 Pages (2000 words) Essay

Guerilla Marketing Technics

Businesses are on record for their prolific rampage that has taken the central dynamism of employing technology in the managing of the organizational structure with a primary objective to accumulating economic power. … Mass production as embraced by the western civilization has led to the inception of various guerilla marketing technics that capitalize of the mass media to perpetrate lies by riding on the conscious of the ignorant consumer.... Post-modern marketing campaigns have brought with it socially constructed brand meanings and also this has increased the number of cynical consumers who construct their own brand identities. The concept of Trust has widely emerged; however, this has inclined branding associations to becoming a central to competition....
11 Pages (2750 words) Essay

Guerrilla Warfare in the West

The Gray Ghosts of the Confederacy by Brownlee underscores that about 100 Confederate irregulars in the Missouri war were produced by circumstances and only nurtured by the southern sympathizers.... It was not something that sprang from naught but an impending response to abuse from the imposition of a police sate....
3 Pages (750 words) Book Report/Review

Guerrilla Marketing Strategy

The author of this paper "guerrilla marketing Strategy " presents a financial plan that will actually set up the overall financial requirements for the coffee shop.... guerrilla marketing strategy involves the use of unconventional and low-cost advertising strategy to promote the business.... (Levinson, 2003) This marketing plan is related to the marketing of the new coffee shop and is based upon offering a critical strategic outlook and insight into the overall marketing efforts to be taken....
4 Pages (1000 words) Case Study

African Guerrilla Wars

The paper "African guerrilla Wars" discusses that the main purpose of guerrilla wars is political, targeting a specific government or authority.... hellip; In the present times, one of the examples of guerrilla wars is like the one, occurring in Vietnam.... In a nutshell, knowing about the guerrilla war tells us, that it is not always necessary to have a big and powerful army to win a war, instead the mind games, like those played in guerrilla wars, can change the war results altogether....
8 Pages (2000 words) Research Paper

The Most Popular Marketing Strategies and Tools

The paper “The Most Popular Marketing Strategies and Tools” illuminates both traditional and new marketing policies: the Four Ps, social networking strategy, mobile marketing, guerrilla marketing which involves the promotions dependent on time, energy and imagination of the company's marketers.... hellip; Literally, the term 'marketing' refers to the act of going to a market for shopping or going to a market to sell something.... Complete marketing activity includes several stages like advertising, distributing and selling....
13 Pages (3250 words) Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us