GUERRILLA MARKETING AS AN UNCONVENTIONAL MARKETING ACTIVITY

Snezhana Ristevska-Jovanovska

Integrated marketing communication is an approach used by organizations to brand and coo-rdi¬na¬¬te their communication efforts. The primary idea behind IMC strategy is to create a seamless ex¬¬pe¬rience for consumers across different aspects of the marketing mix. Event marketing is a pr¬o¬-motional strategy that involves face-to-face contact between companies and their customers at special events like concerts, fairs, and sporting events. Since marketers are always looking for mo¬¬-re ways to get to their potential target markets, guerrilla marketing itself has become an um¬b¬re¬lla term for even more specific communication strategies designed to engage and surprise the consumer with their products and services. There are lots of different types, including ambient, ambush, stealth, viral, street marketing and even one technique called astroturfing. Guerrilla mar-ke¬ting behavior delivers publicity via local unconventional marketing activity that makes peo¬p¬le sit up and notice think “shock and awe”. The aim of the research in this paper is to indicate the degree of agreement or disagreement with each of these statements about viral and guerrilla mar-keting. The survey was conducted on a random sample of respondents. With a sample size of 126 respondents, 62% female and 38% male, the survey was conducted in the period October, 2016 to January, 2017.

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