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Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. [1] It is a type of publicity. [2] The term was popularized by Jay Conrad Levinson's 1984 book Guerrilla Marketing.
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.
Attack marketing was traditionally used by bootstrapped businesses looking for cheaper forms of advertising. As the marketing industry evolved, engaging consumers who had been bombarded with duplicated advertisements became difficult. The innovation of non-traditional marketing, such as attack marketing, gained greater popularity.
Examples include newspaper and magazine articles, TV and radio presentations, charitable contributions, speeches, issue advertising, and seminars. [ 1 ] [ 2 ] [ 4 ] Word of mouth is also a type of publicity, which transform from the person-to-person storytelling to social media influencers, or bloggers promotions today.
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 ]
Today, culture jamming can come in the form of internet memes and guerrilla marketing. Alternative computing deals with the material infrastructure of informational and communications technologies. It seeks to critique and reconfigure systems with the intention of subverting or evading commercial and political restraints on open access to ...
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.
Part 1 of the manual approaches the process of research and writing. This includes providing "practical advice" to formulate "the right questions, read critically, and build arguments" as well as helping authors draft and revise a paper. [3] Initially added with the seventh edition of the manual, this part is adapted from The Craft of Research ...
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