Guerrilla Marketing Case Study

1 Question 1

1.1 Implementation of a digital marketing strategy; main focus on Guerrilla marketing

1.1.1 Purpose of the lecture

The purpose of the following lecture is to explore guerrilla marketing in the light of online communication. It aims to provide comprehensive information on its applications, limita-tions and risks on when to apply this untraditional marketing approach and how it can be employed in order to increase efficiency.

1.1.2 Main Objectives

After attending the following lecture, the students should have thorough knowledge in the area of guerrilla marketing and its application in the online marketplace. Moreover, they should be aware of its perks along with its shortcomings, in order to apply this non-traditional marketing

Moreover, due to its surprise component it is vital for the strategy to obey some rules or guidelines in order to prove successful, namely; be relevant to the audience, quality before quantity as well as the right timing. However, to bear in mind is that the principle of guerrilla marketing is, unlike traditional marketing, used to in-vade someone´s private space and as a result it is important thoroughly analyse and evalu-ate the effects (White, 2007).

1.1.4 Why guerrilla marketing?

In today´s marketplace, advertisers are becoming increasingly aware of the competitive en-vironment and as a result they attempt to break through the marketing clutter, through a wide array of marketing channels (Kent & Allen, 1993). Guerrilla marketing is a marketing strategy widely used in order to create a surprise moment, where a company will be able to stand out from the crowd as well as creating memorable experiences.

1.1.5 how to apply it in the online

Some advertisers defend their right to advertise to children by claiming their right of commercial free speech. Additionally, some advertisers claim that being exposed to and understanding advertisements is important for personal growth and to thrive, thus by living in pure isola-tion from the effects of advertisements will eventually have a negative effect on the child 's well-being (O’Sullivan, 2005). As expressed by Preston (2005, p. 61), “advertising is part of the economic socialisation process, as it educates children as to the meanings associated with consumption. There is, however, a strong social concern about the effects of advertis-ing upon children, yet there is confusion about exactly what it is that constitutes the prob-lem”. One established negative affect that is derived from media exposure is children´s eat-ing habits. According to the Royal Institude of Public Health (2003), over half of the adver-tisements shown during children´s television were food related, and it could be concluded that children´s food preferences were affected by advertising of branded nutritionally infe-rior products Preston,