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guerrilla marketing
Guerrilla marketing is an advertisement strategy concept designed for small businesses to promote their products or services in an unconventional way with little budget to spend. This involves high energy and imagination focusing on grasping the attention of the public in more personal and memorable level. Some large companies use unconventional advertisement techniques, proclaiming to be guerrilla marketing but those companies will have larger budget and the brand is already visible.〔http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/; Jay Conard Levinson, 1984〕 The main point of guerrilla marketing is that the activities are done exclusively on the streets or other public places, such as shopping centers, parks or beaches with maximum people access so as to attract much audience.〔Lena G. Goldberg, Marcel Saucet and Christine Snively, Taryn Rose Launches Dresr:2014;http://www.hbs.edu/faculty/Pages/item.aspx?num=48201%20〕
Unlike typical public marketing campaigns that utilize billboards, guerrilla marketing involves the application of multiple techniques and practices in order to establish direct contact with the customers.〔Bernard Cova & Marcel Saucet, “The Secret Lives of Unconventional Campaigns: Street Marketing on the Fringe”, Journal of Marketing Communications, 2014;Jay Conrad Levinson, 1984〕 One of the goals of this interaction is to cause an emotional reaction in the clients and the final goal of marketing is to get people to remember brands in a different way than they are used to . The technique involves from flyer distribution in public spaces to creating an operation at major event or festival mostly without directly connecting to the event but using the opportunity. The challenge with any guerrilla marketing campaign is to find the correct place and time to do the operation without getting involved in legal issues.
The different types of guerrilla marketing are: Ambient, Ambush, Stealth, Viral and Street Marketing.〔Marcel Saucet, Street Marketing™, Diatéino, Paris, 2013〕
==Types ==
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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