Guerilla

The Effectiveness of Guerrilla Marketing:

Its Implication to Consumers’ Buying Decisions

A Thesis Proposal

Presented to:

Dr. Leonardo Garcia Jr.

Presented by:

Karl Iyo Cagalingan

Allen Jason Miranda

Juan Paulo Gonzales

Teodorico Bartolome

Jyron Geronimo

Far Eastern University – Makati

October 3, 2013

The Effectiveness of Guerrilla Marketing:

Its Implication to Consumers’ Buying Decisions

BACKGROUND

Nowadays, the power of the marketing communication has a big influence in the lives of the people. The marketing communication refers as a tool of the marketers to get the consumers attracted to purchase their products or services. In this process, marketers used a mean range of promotion such as advertising through television, radio, newspapers, billboards, internet and etc. According to Dahlén, Granlund & Grenros, 2009 as cited by Belic, Jonsson 2012, that consumers being influenced by traditional advertising messages are not getting interested to acquire purchase the products or services. And being exposed with it longer constantly make consumers block all of these marketing messages. Hence, marketers must make a way to get consumers attention to get interested in the marketing message of the product or services through promotional tools. Marketers should make their marketing message different and creative for the purpose of to have an advantage to their competitors also in the market industry.

Guerrilla Marketing is the way to make the advertising of the business differently. Jay Conrad Levinson introduced the concept of the guerrilla marketing in which the term was inspired by guerrilla warfare that a form of irregular warfare and relates to the small tactical strategies used by armed civilians. Most of these tactics include ambushes, sabotage, raids and elements of surprise. And with the same of guerrilla warfare, the concept of the guerrilla marketing uses the same techniques in the market industry. Moreover, Jay Conrad...