prasanth.jayakumar
New member
Guerrilla (ge’rilə) marketing; an unconventional way of promotional marketing activities on a low-budget level. This aggressive marketing approach is characterized by creative and legal attacks targeted on competitors in order to maintain or increase awareness and impact to the customer. Guerrilla marketing stands for focusing on conventional goals such as profit or growth, but doing it by using exceptional promotional approaches, like advertising in yellow pages, wild postings or non-traditional outdoor advertising media vehicles. Customers are confronted with an increasing amount of advertising messages per day and therefore organizations have to develop advertising approaches to stand out in today’s media fragmentation. Especially small and medium-sized enterprises are having greater internal limitations regarding a restricted budget for marketing communications and facing bigger external uncertainties than large organization. Thus, marketing campaigns have to become profitable for an enterprise. The low-cost communication effort is one of the major issues for guerrilla marketers. It is particular relevant for a small company to apply a differentiated set of promotional methods to diversify itself from competition, but guerrilla marketing is also becoming more adopted by large enterprises.