游击广告和游击营销外文文献 Guerrilla Advertisement and Marketing Author links open overlay panelEkrem CetinBigat.pdf

Available online at Procedia - Social and Behavioral Sciences 51 ( 2012 ) 1022 – 1029 ARTSEDU 2012 Guerrilla advertisement and marketing Ekrem Cetin Bigat Kadir Has University, Faculty of Art and Design, Istanbul 34083, Turkey Abstract This study examines the relationships, similarities, and differences among traditional advertising applications, guerrilla art, guerrilla marketing, and guerrilla advertising, all of which are interrelated. Guerrilla advertising differs from traditional advertising in that it is creative and allows for maximum turnover while spending the least amount of money since it is able to benefit from innovative strategies and promotional tactics. Guerrilla marketing employs various techniques which keep costs at a minimum, and it is utilized for companies that have a say about their products. Of course this approach to marketing involves procedures, but these are not realized as TV commercials or advertisements which solely intervene in the perceptions of the audience; rather, this form of advertising appears in unexpected locations. Guerrilla marketing is utilized not only by institutional firms but also by local and small businesses, and these low-cost advertising tactics allow them to compete with larger firms. Guerrilla forms of marketing offer businesses various opportunities to boost sales figures through the use of unusual strategies. While guerrilla marketing also focuses on increasing sales and profits, it differs from traditional marketing with respect to the strategies and methods employed. This study takes a broad approach, and draws upon both local a