Research Paper

Jules Heckman

Jessica Conrad

English 110-077

10 April 2012

Research Paper

The concept of guerrilla marketing, companies using unconventional ways of promoting or endorsing a product, is employed by many small businesses, who are on a low budget and need to get ahead in the game. It is a different way to market products, in which companies can stand out or move their image in an entirely new direction so that they can catch the eye of their customer and hopefully attract them to their product. Guerilla marketing utilizes the creativity and imagination of individuals in ways that surprise and catch the eye of consumers of the product being marketed. While it may seem limitless in its possibilities, guerilla marketing has a stringent set of guidelines that always must be taken into account. An idea may seem inspired and inventive, but may be beyond the scope of possibility. Marketers must be aware of the ethical, legal, and societal boundaries that surround them (Ay, Aytekin, and Nardali) Types of guerilla marketing include graffiti, flash mobs, tissue pack marketing, wild posting, social media marketing and more. There has been much debate about what marketing techniques are most successful and which marketing techniques tend to fail. Although there are many ethical boundaries when it comes to guerilla marketing, it is more effective than traditional techniques because of the near infinite possibilities it offers, it’s creativity and low-cost budget.

Because the ideas and beliefs of society are constantly changing, marketers must be able to appeal to those ideas. They must be able to adjust to what is popular, current, and what society is demanding so that they are sure to give these customers exactly what they think it is they want. Without a deliberate effort to understand the market, guerilla marketing techniques can quickly go from a success, to a public relations nightmare. The objective of marketing, which is associated with many aspects...