A Study on Awareness and Effectiveness of 'Guerrilla Marketing Technique' – An Innovative Means of Advertising

International Journal of Management, IT and Engineering, ISSN: 2249-0558, Volume 6, Issue 1 (January 2016)

13 Pages Posted: 1 May 2017

See all articles by Priti Jeevan

Priti Jeevan

Srinivas Institute of Management Studies

Date Written: January 2016

Abstract

The ever-increasing number of similar products has made it difficult for potential customers to choose, making the price the most important criteria. Consequently, the companies became aware of the need to differentiate, starting from the way they deliver the brand message. Therefore, the unconventional means of promotion offer a way out of the advertising clutter, creating a lasting image of the brand in the mind of the consumer. This research is concentrating only one part of unconventional ways of advertising that is guerrilla marketing.

This study “A study on Awareness and Effectiveness of “Guerrilla marketing technique” – an innovative means of Advertising” is a descriptive paper which focuses on effectiveness of unconventional means of advertising particularly Guerrilla Marketing Technique. This study is also done to understand Consumers/Buyers awareness towards Guerrilla Marketing Technique. The research uses primary data in the form of questionnaire for the collection of data. The data collected has been analysed in the form of percentages. Conclusions, based on the outcome, hereby obtained were drawn and decisions were taken about the said objectives. This study will highlight the importance of the company to move towards unconventional methods to reach out to the consumers. This strategy would benefit both the organisations and the consumers. The primary purpose of this paper is to stimulate further discussion among businesses and to be used in dialogue with stakeholders.

Keywords: Guerrilla marketing, unconventional, questionnaire, innovative

Suggested Citation

Jeevan, Priti, A Study on Awareness and Effectiveness of 'Guerrilla Marketing Technique' – An Innovative Means of Advertising (January 2016). International Journal of Management, IT and Engineering, ISSN: 2249-0558, Volume 6, Issue 1 (January 2016). Available at SSRN: https://ssrn.com/abstract=2960005

Priti Jeevan (Contact Author)

Srinivas Institute of Management Studies ( email )

Srinivas Campus, Mangaladevi Road
Pandeshwar
Mangalore, 575001
India

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