Guerilla Marketing Assignment (Doc)

Added on - 21 Jul 2020

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LITERATURE REVIEW(GUERILLA MARKETING)
TABLE OF CONTENTSLITERATURE REVIEW................................................................................................................1REFERENCES................................................................................................................................9
LITERATURE REVIEWGuerilla marketing is regarded as an effective tool of marketing to raise the sales of theorganisation without a much spending on the promotional processes. This method is focused onthe low-cost unconventional tactics that yields the maximum output.Marketing, (2016)explained that the use of these tactics in the business promotion helps in getting exposure to thebrand name. In addition to this, all types of businesses can make use of the effective guerillamarketing for achieving their purposes.Source: (Marketing, 2016)The allowance of sending creative messages to the people helps in drawing their attentiontowards the offerings.It is highly helpful for the businesses that wants an inexpensive butcreative promotion of their goods and services. However, it should be recognise that a high1Illustration1: Sticker guerilla marketing by a fund raising company
energy for the campaign is required along with the good understanding of the needs and demandsof audience.Further, this method of marketing helps in making the advertisement memorable. Thishelps in attracting a large costumer base that benefits the organisations by increasing its businessvalue. In addition to this,Jährig, and et. al., (2017) said that the use of guerilla techniques for themarketing should be regarded as a revolutionary tool for the small businesses. Initially they wereused by the small scale enterprises because of the small budget investment. later, large sizeentities also started using them because of the effectiveness they brought to the business value.Guerilla marketing can render an impelling way in which business can be directed togrow, however this promotion type required effective strategies for this. In this order, firstly it isrequire to plan an effective and strong campaign that can draw the attraction of people. Further, itis required to set specific goals and clear focus on the idea. There exists various tools thatorganisations can use while guerilla marketing.Mifsud, and et. al.,(2014) stated that the mosteffective technique of the guerilla marketing is the word of mouth. The idea behind this type ofstrategy is to use unexpected promotional activities to influence people discussing about thecompany. For this, customers should be made aware about the products. It is highly effectivetools for the small business organisations as it helps in giving them brand recognition. On theother hand (Nufer, G., 2013), said that the most effective guerilla marketing strategy that shouldbe used by the companies is Buzz marketing. As per this tactic, the promotion should be startedwith oral communications. Nowadays, the social media platforms has replaced this buzz.2
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