Guerrilla marketing is a technique related to both viral marketing and creating buzz refers to a low-budget approach to marketing that relies on ingenuity, cleverness, and surprise rather than traditional techniques. The point is to crate awareness of a firm and its products, often in unconventional and memorable ways. The term was first coined and defined by Jay Conrad Levinson in the 1984 book Guerrilla Marketing, Guerrilla marketing is particularly suitable for entrepreneurial firms, which are often on a tight budget but have creativity, enthusiasm, and passing to draw from. Firms often use very entertaining and engaging guerilla marketing techniques to build awareness for their products and services.
Guerrilla marketing is the innovative, low-cost marketing effort designed to get consumers’ attention in unusual ways.
More from this Section
- Barrier to Entry
A barrier to entry is a condition that creates a disincentive way for a new firm to enter an industry.
- Plant patents
Plant patents protect new varieties of plants that can be reproduced asexually by grafting or crossbreeding rather than by planting seeds.
- Venture Capital Firms
Venture Capital Firms are limited partnerships of money managers who raise money in “funds” to invest in start-ups and growing firms.
- Emotional motives
Emotional motives refer buying reasons that rise from impulse and psychological needs rather than careful thought and analysis.
An infomercial is a television commercial that runs as long as a television show and usually includes a pitch selling an item directly to the public.
- Industry/ Target Market Feasibility Analysis
Industry/ Target Market Feasibility Analysis is an assessment of the overall appeal of the industry and the target for the product or service being proposed.
- Design patents
Design patents are the second most common type of patent and cover the invention of new, original; and ornamental designs for manufactured products.