The effectiveness of guerrilla marketing

Abstract

The purpose of this thesis is firstly, to explore the innovative notion of guerrilla marketing. This marketing approach could play an important part of a broader integrated marketing communications framework. Secondly, it aims to understand its effectiveness from the contemporary consumers’ point of view. To achieve these goals a qualitative research methodology was employed for this study. The data was collected through fifteen in-depth semi-structured interviews. Research into the promising area of guerrilla marketing is justified on a number of grounds as it appears that business practitioners are increasingly using this marketing tactic. The positive impact of unconventional marketing on consumers, the contribution of guerrilla marketing to marketing communications practices and the lack of existing research on this topic have indicated that there is a rationale for this study. The results that were obtained from the research fieldwork indicated that, consumers appreciated guerrilla advertisements. The interviewees suggested that these innovative advertisements have the ability to entice their curiosity on products and services. Therefore, this study posits that guerrilla marketing is different than other forms of traditional advertising. Generally, the interviews held that guerrilla advertisements are innovative, creative, different and surprising. Moreover, consumers also admitted that they had positive attitudes towards guerrilla advertising of certain brands. They went on to suggest that the guerrilla ads influence their opinions of the advertising brands. Yet, the research also shows that guerrilla advertisements do not necessary lead consumers to purchase products or service. In conclusion, this thesis sheds light on the specific and distinctive nature of guerrilla marketing from the consumers’ perspective. Finally, it maintains that there is need for further research on this promising marketing tactic.