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Case Title:

Guerilla Advertisements: Big Firms Going Guerilla?

Publication Year : 2007

Authors: Manu Krishna,Bharathi S. Gopal

Industry: Advertising

Region:USA

Case Code: MKS0100B

Teaching Note: Available

Structured Assignment: Available

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Abstract:
From being a marketing and advertising strategy that was mainly developed for small startups with little or no marketing budgets, Guerilla marketing had outgrown itself into a technique that was pursued by companies that had billions in sales and millions as marketing and advertising budgets. By 2006 big companies like Microsoft, IBM, Adidas and many more companies viewed guerilla tactics as a main strategy to gain publicity. Many companies also went to the level of dirtying and vandalizing public roads and properties. This case details the basic concepts of Guerilla marketing, the techniques used by companies with pictorial illustration and the different vehicles they use. The case also discuss whether Guerilla marketing was going haywire and where the line of restriction be drawn.

Pedagogical Objectives:

  • To understand the reason behind the mergence of guerilla marketing
  • To study how guerilla marketing has helped marketers
  • To know the guerilla tactics being used by big firms
  • To analyse whether guerilla marketing would continue to capture the attention of the consumers
  • To understand the fallout of such marketing.

Keywords : Guerilla marketing, stealth marketing, word-of-mouth, unconventional advertising, Jay Conrad Levinson, Internet Marketing, Marketing Strategies Case Study, Spam Mail marketing, Viral Videos, WAM, Microsoft, Adidas, Ambush marketing, Advertising on the moon

Contents:

  • Guerilla Advertising: Making Big the Small Way
  • Guerilla Advertising in 2006
  • Internet: A Guerilla Medium
  • Cellular Phones: Another Guerilla Medium
  • Guerilla Ads- Crossing the Line?
  • Future Outlook

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