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Guerrilla marketing is not exclusive to small companies. For big companies it is a high risk, high reward strategy. When successful, it can capture additional market share, but if it fails it can damage the company's brand image. One successful guerrilla marketing campaign is the Coca-Cola ‘Happiness Machine”.
Marketing warfare strategies represent a type of strategy, used in commerce and marketing, that tries to draw parallels between business and warfare and then applies the principles of military strategy to business situations, with competing firms considered as analogous to sides in a military conflict, and market share considered as analogous to territory in dispute.
Street marketing is a form of guerrilla marketing that uses nontraditional or unconventional methods to promote a product or service. [1] Many businesses use fliers, coupons, posters and art displays as a cost-effective alternative to the traditional marketing methods such as television, print and social media. [ 2 ]
Also known as guerrilla marketing or ambush marketing, attack marketing is a form of marketing that incorporates a series of creative and strategic techniques used to build and maintain public awareness surrounding a person, place, product, or event.
It is believed that there is an optimal way of allocating budgets for the different elements within the promotional mix to achieve best marketing results, and the challenge for marketers is to find the right mix of them. Activities identified as elements of the promotional mix vary, but typically include the following:
Guerrilla communication and communication guerrilla refer to an attempt to provoke subversive effects through interventions in the process of communication. It can be distinguished from other classes of political action because it is not based on the critique of the dominant discourses but in the interpretation of the signs in a different way.
Culture jamming (sometimes also guerrilla communication) [1] [2] is a form of protest used by many anti-consumerist social movements [3] to disrupt or subvert media culture and its mainstream cultural institutions, including corporate advertising. It attempts to "expose the methods of domination" of mass society. [4]
Flyposting (also known as bill posting) is a guerrilla marketing tactic where advertising posters are put up. In the United States, these posters are also commonly referred to as wheatpaste posters because wheatpaste is often used to adhere the posters. Posters are adhered to construction site barricades, building façades and in alleyways.