Have you ever asked yourself how often you happen to zap through the TV channels during a commercial break trying to escape the information flood with only one thought in mind: “Help, commercials!”? As Ty Montague claims, “advertising is the business of interrupting what people are interested in with a commercial message about something they are not interested in.” And this is true – today’s consumer is bored to death by all the conventional publicity messages he is exposed to in his everyday life. What is more, advertising nowadays is increasingly perceived as a burden which forces consumers to try to avoid it as much as possible. Because individuals are continually faced with the well-known marketing tools, their activating and persuasive impacts start to decrease and lead to wear-out effects. This trend presents marketers with an uneasy challenge - they have to fight with their competitors and win the consumer’s attention without being intrusive. This, however, might turn out to be a difficult task because it involves a high advertising budget.
Table of Contents
1. Introduction
1.1. Problem formulation
1.2. Purpose and methodology
2. The basics of marketing
2.1. The scope of marketing
2.2. The target marketing process
2.3. What is marketed?
3. The marketing mix
3.1. Product planning
3.2. Price planning
3.3. Distribution planning
3.4. Promotion planning
4. Traditional advertising media
4.1. Television advertising
4.2. Radio advertising
4.3. Press advertising
4.4. Out-of-home advertising
4.5. Online advertising
4.6. Product placement
5. Development of the guerrilla marketing concept
5.1. Origin and definition of the term guerrilla
5.2. Objectives and effects of the guerrilla approach
5.3. Risks and threads of the guerrilla approach
5.4. Measurement of costs and results
5.5. Guerrilla marketing in the marketing mix
6. Guerrilla advertising tools
6.1. Low-budget marketing
6.2. Offline guerrilla marketing tools
6.2.1. Ambush marketing
6.2.2. Ambient marketing
6.2.3. Sensation marketing
6.3. Online guerrilla marketing tools
6.3.1. Viral marketing
6.3.2. Mobile marketing
6.4. Strategic guerrilla marketing tools
6.4.1. Pricing
6.4.2. Producing
6.4.3. Distributing
7. Traditional advertising versus guerrilla marketing approach
8. Conclusion
Objectives and Core Themes
This work aims to evaluate guerrilla marketing as a cost-efficient and creative alternative to traditional advertising methods by analyzing its instruments and impact. It explores whether guerrilla strategies can successfully complement the conventional marketing mix without needing to replace it.
- Evolution and definition of the guerrilla marketing concept
- Comparison between traditional advertising media and guerrilla tactics
- Classification of guerrilla marketing tools (low-budget, offline, online, strategic)
- Analysis of ethical risks and cost-benefit measurements
- Practical integration of guerrilla techniques into the four P’s of marketing
Excerpt from the Book
6.2.1. Ambush marketing
Although sometimes ambush marketing is used as a synonym for guerrilla marketing, it has been defined in a variety of ways. The academicians Sandler and Shani (1989) explain ambush marketing in their working paper in “Journal of advertising research” as “a planned campaign by an organization to associate itself indirectly with an event in order to gain at least some of the recognition and benefits that are associated with being an official sponsor”. A more up-to-date definition is given by Jerry C. Welsh, who describes ambush marketing as a marketing strategy that uses the same techniques as sponsors to compete with them for marketing superiority (see Johnson, p. 8).
One of the main reasons to use ambush marketing is that the sponsorship of big events is getting more expensive in contrast to firms’ marketing budgets, which become even more limited. It is also important to mention that ambush marketing activities are especially popular among media-intensive sporting events. For instance, about 1900 ambush activities have been registered during the World Cup in 2002 in Germany (see Schulte and Pradel, p. 46).
According to Johnson, there are two forms of ambush marketing. The most commonly used type is ambush marketing by association: the ambush marketer confuses the audience into thinking that he is an authorized sponsor associated with the event (see Johnson, p. 9). For example, Lufthansa ambushed the official FIFA sponsor (Emirates airline) during the World Cup in 2006. As an official sponsor, Emirates paid millions of dollars. However, Lufthansa advertisements at that time included athletes; they used soccer balls as a nose of their planes and a logo “LH2006”. By doing this, Lufthansa was advertising its brand and encouraging people to share the passion with Germany’s soccer airline. These activities made many people to believe that Lufthansa, and not Emirates, was the official sponsor of the World Cup (see Bartlett, p. 33).
Summary of Chapters
1. Introduction: Identifies the problem of consumer information overload and justifies the necessity for alternative, creative marketing methods.
2. The basics of marketing: Reviews the evolution of the marketing concept, the importance of customer value, and the process of market segmentation.
3. The marketing mix: Analyzes the four P’s (Product, Price, Place, Promotion) and their interdependence within a successful marketing strategy.
4. Traditional advertising media: Evaluates conventional media channels like television, radio, press, and online advertising regarding their effectiveness and limitations.
5. Development of the guerrilla marketing concept: Explains the origins of guerrilla tactics, their objectives, risks, and the cost-benefit effects.
6. Guerrilla advertising tools: Categorizes various guerrilla instruments including low-budget, offline, online, and strategic approaches with real-world examples.
7. Traditional advertising versus guerrilla marketing approach: Compares old-fashioned marketing with guerrilla approaches, highlighting the shift from budget-heavy to wit-heavy strategies.
8. Conclusion: Summarizes that guerrilla marketing is a dynamic, supplemental tool that should coexist with traditional advertising.
Keywords
Guerrilla Marketing, Traditional Advertising, Marketing Mix, Ambush Marketing, Ambient Marketing, Sensation Marketing, Viral Marketing, Customer Value, Consumer Attention, Low-Budget Marketing, Strategic Marketing, Competitive Advantage, Word-of-Mouth, Branding, Marketing Tactics
Frequently Asked Questions
What is the core focus of this publication?
The work primarily examines guerrilla marketing as a creative, cost-effective alternative to traditional advertising and explores its role within the modern marketing mix.
Which specific themes are covered in the book?
The book covers the evolution of guerrilla tactics, the comparison to traditional media, detailed classifications of various tools, ethical considerations, and the strategic implementation of these techniques.
What is the primary objective of the guerrilla marketing approach?
The main objective is to generate maximum impact and consumer attention with minimal financial investment, often by utilizing unconventional "surprise" effects.
Which research methodology is employed?
The author uses a literature-based comparative methodology, reviewing marketing theories and analyzing various industry case studies to evaluate the effectiveness of guerrilla marketing tools.
What topics are included in the main body of the work?
The main part analyzes the fundamental characteristics of marketing, the four P’s, traditional advertising media, and provides a structured overview of guerrilla techniques ranging from low-budget and offline tools to strategic applications.
Which keywords best characterize this work?
Key terms include Guerrilla Marketing, Ambush Marketing, Consumer Attention, Marketing Mix, Viral Marketing, and Strategic Marketing.
What is the difference between ambush marketing by association and by intrusion?
Association involves confusing the audience into thinking the marketer is an official sponsor, whereas intrusion involves utilizing space in or near an event location to gain unauthorized publicity.
Why is "sensation marketing" considered unique?
Sensation marketing focuses on unrepeatable, one-time events that aim to generate a "Wow-effect" and high media attention, distinguishing it from ongoing advertising campaigns.
What ethical risks are associated with guerrilla marketing?
Ethical risks include deceptive practices, potential traffic hazards due to provocative placements, and the risk of public backlash if the campaign is perceived as incorrect, tasteless, or intrusive.
- Arbeit zitieren
- K. Hristomirova (Autor:in), 2013, Marketing Outside the Box, München, GRIN Verlag, https://www.grin.com/document/267593
