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Guerrilla Marketing Technique Effectiveness: A Quantitative Experiment

Kontakis, Dimitrios; Digiorgio, Lindsey and Abbasi, Omar (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)
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author
Kontakis, Dimitrios; Digiorgio, Lindsey and Abbasi, Omar
supervisor
organization
year
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},
  keyword      = {Guerrilla,marketing,effectiveness,experiment,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Guerrilla Marketing Technique Effectiveness: A Quantitative Experiment},
  year         = {2009},
}