The Effects Of Guerrilla Marketing On Consumer Awareness

  • Dr. Mustafizul Haque Associate professor, Department of Management, Aurora’s Post Graduate College, Moosarambagh, Hyderabad (Osmania University, Hyderabad)


Guerrilla marketing designates the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. It is a fine line between innovative, creative marketing and producing reactance in the minds of the audience by exceeding limits.

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 guerrilla marketing in a novel form and shows illustrating examples.

Finally, guerrilla marketing is evaluated from a neutral perspective and developmental trends are traced. Two types of marketing encompassed by guerrilla marketing are viral marketing and buzz marketing. Unlike typical public marketing campaigns that utilize billboards, guerrilla marketing involves the application of multiple techniques and practices in order to establish direct contact with the customers. 

One of the goals of this interaction is to cause an emotional reaction in the clients and the final goal of marketing is to get people to remember brands in a different way than they are used to. The technique involves from flyer distribution in public spaces to creating an operation at major event or festival mostly without directly connecting to the event but using the opportunity. The challenge with any guerrilla marketing campaign is to find the correct place and time to do the operation without getting involved in legal issues.


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