Guerrilla Marketing Technique Effectiveness: A Quantitative Experiment
(2009)Department of Business Administration
- Abstract
- In the past, guerrilla marketing was about getting maximum impact for the least amount of advertising dollars. Now, big companies are spending substantial amounts of money on campaigns that are more subtle and can appear ‘grassroots’ to consumers. Guerrilla marketing as an emerging field encompasses many specific techniques a marketer can use to untraditionally, creatively, and inexpensively promote their business. However, part of being an emerging field means there is a lack of literature and research that digs deep into the specifics of technique effectiveness within guerrilla marketing. This thesis outlines the use of guerrilla marketing techniques today, and conducts a quantitative experiment in hopes of gleaning which of three... (More)
- In the past, guerrilla marketing was about getting maximum impact for the least amount of advertising dollars. Now, big companies are spending substantial amounts of money on campaigns that are more subtle and can appear ‘grassroots’ to consumers. Guerrilla marketing as an emerging field encompasses many specific techniques a marketer can use to untraditionally, creatively, and inexpensively promote their business. However, part of being an emerging field means there is a lack of literature and research that digs deep into the specifics of technique effectiveness within guerrilla marketing. This thesis outlines the use of guerrilla marketing techniques today, and conducts a quantitative experiment in hopes of gleaning which of three guerrilla marketing categories (as outlined by the researchers) is most effective at reaching a student target group. Managerial implications and a cost-efficiency discussion is also included to help define a starting point for future research. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1437816
- author
- Kontakis, Dimitrios ; Digiorgio, Lindsey and Abbasi, Omar
- supervisor
- organization
- year
- 2009
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Guerrilla, marketing, effectiveness, experiment, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1437816
- date added to LUP
- 2009-06-02 00:00:00
- date last changed
- 2012-04-02 17:42:54
@misc{1437816,
abstract = {{In the past, guerrilla marketing was about getting maximum impact for the least amount of advertising dollars. Now, big companies are spending substantial amounts of money on campaigns that are more subtle and can appear ‘grassroots’ to consumers. Guerrilla marketing as an emerging field encompasses many specific techniques a marketer can use to untraditionally, creatively, and inexpensively promote their business. However, part of being an emerging field means there is a lack of literature and research that digs deep into the specifics of technique effectiveness within guerrilla marketing. This thesis outlines the use of guerrilla marketing techniques today, and conducts a quantitative experiment in hopes of gleaning which of three guerrilla marketing categories (as outlined by the researchers) is most effective at reaching a student target group. Managerial implications and a cost-efficiency discussion is also included to help define a starting point for future research.}},
author = {{Kontakis, Dimitrios and Digiorgio, Lindsey and Abbasi, Omar}},
language = {{swe}},
note = {{Student Paper}},
title = {{Guerrilla Marketing Technique Effectiveness: A Quantitative Experiment}},
year = {{2009}},
}