The objective of this research paper is to investigate ethical issues relating to guerrilla marketing campaigns there were recently executed in singapore the research methodology is based on a qualitative approach through contextual analysis of online news media covering these campaigns. For the purpose of this paper, the author used the phrase a significant amount of research has been done on guerrilla advertising for consumer marketing so far, the literature has serts that the three main emotional appeals used within advertising and marketing are fear, guilt, and posi- tive appeals, each of which can. International journal of marketing, financial services & management research vol1 issue 10, october 2012, issn 2277 3622 ww win d ian researchjo u rn als co m 120 insights of guerrilla marketing in business scenario b ujwala assistant professor sitams college chittoor, andhra pradesh. Guerrilla marketing is one of the raising marketing techniques which consist a chain of strategies that can be applied with a little budget in the company guerrilla marketing is measured as an essential strategy for the survival and victory of beverage industries across the world the core purpose of this research paper was to. Informational fog there are some unusual tools for marketing managers as social media marketing, viral marketing, buzzmarketing, neuromarketing and so on, which offer opportunities to differentiate guerrilla marketing, as one of them, unfortunately suffers of theoretical ambiguity this paper has two main objectives.
Guerrilla marketing is a relatively new marketing strategy that requires outside the box thinking, to surprise and impress the audience presently, very little literature exists on the application and effectiveness of guerrilla marketing the purpose of this research is to explore how the use of emotional appeal and creativity in. The findings indicate that guerrilla marketing campaigns affect all consumer behavior elements, studied in our thesis, more than their equivalent traditional marketing campaigns suggestions for further research include studying if there is a cultural difference in how guerrilla marketing is perceived this thesis may be useful. Full length research paper analysis of guerrilla and this research aims at exploring and analyzing the integration of guerrilla and traditional marketing in enterprises in iran with doing this research after exploration of models, approaches and techniques in guerrilla marketing point to kaveh industrial. (us) global journal of management and business research volume xi issue vii version i july 2011 47 mohsin shakeel they thought that they are object of this paper is to find out the impact of guerilla marketing on consumer perception through one of its technique called celebrity marketing or endorsement.
Research questions the research attends to get the answers of the following questions ▫ does guerrilla marketing significant impact on consumer buying behavior ▫ does risk taking significant the paper tells about the uses and needs of guerrilla marketing method and how they differ and superior from other traditional. This is a research/review paper, distributed under the terms of the creative commons originality/ value : this paper design on quantitative analysis to examine in what way celebrity marketing which is used in ad industry keywords : guerilla marketing, celebrity marketing, advertising, consumer perception impact of.
The aim of this paper is to contribute to the research on the subject by addressing the following: what is guerrilla marketing and how can startups use it in the promotion of their products in order to answer this research question, a theoretical and empirical study has been performed the work of hutter and hoffmann (2011). While guerrilla marketing activities can be seen more and more in the marketing practice, the phenomenon is either discussed very controversially in the marketing science or even neglected completely in the scientific marketing literature the paper gives an overview of guerrilla marketing it describes and structures.