IMPACT OF GUERRILLA MARKETING ON CONSUMER BUYING BEHAVIOR
Author(s):
Gomathi. S, Kamalaveni.S
Keywords:
Guerrilla marketing, Domino’s Pizza, Customer, Innovation
Abstract
Guerrilla marketing is the creating use of novel or unconventional methods to boost sales or attract interest in a brand or business. These methods are often low or no-cost and involve the widespread use of more personal interactions or through viral social media messaging. This marketing method has increased in popularity with the rise of ubiquitous mobile and connected technologies that can amplify messaging and focus on target groups of consumers. It relies on imagination, creative ideas, and innovative design rather than a big marketing budget. Guerrilla Advertising campaigns have been written about in blogs, newspapers, and magazines. It’s been talked about on radio, television and shared on social media. People can also photograph/film themselves participating in the campaign or playing with the props which are often shared on social media. In turn, emotions strongly influence purchasing decisions. It targets the human senses and can stimulate all 5 senses when most traditional forms of media are only able to target a couple of senses. Guerrilla Marketing campaigns successfully reach target audiences since you have the freedom to choose the locations and timing of the campaign. Thus, you can choose places your target markets hang out such as gyms, restaurants, malls, etc. Guerrilla Advertising builds the brand image and helps develop the brand’s personality. It creates a brand that looks interesting, unique, clever, and/or fun. Guerrilla Marketing campaigns give chance to build relationships with the current customers while gaining new customers as well.
Article Details
Unique Paper ID: 152090

Publication Volume & Issue: Volume 8, Issue 2

Page(s): 454 - 458
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