An Investigation Into The Influence And Potency Of Guerrilla Marketing

Guerrilla marketing is a creative, unconventional strategy aimed at achieving maximum exposure with minimal resources. This investigation explores the influence and potency of guerrilla marketing tactics, focusing on their ability to generate buzz, foster consumer engagement, and deliver high returns on investment. Unlike traditional marketing, guerrilla techniques leverage surprise, humor, and social interaction, often through viral campaigns, street art, or flash mobs, to capture attention and create memorable experiences. The study examines case studies of successful campaigns, analyzing how they disrupt conventional advertising norms and engage audiences on a personal level. It also considers the challenges, such as potential legal issues and the risk of backlash, while emphasizing the importance of aligning guerrilla tactics with brand values and target audience expectations to maximize effectiveness. The research highlights guerrilla marketing's role as a potent tool for brands, particularly those with limited budgets, to stand out in a saturated market.

Autorentext

BARANIPRIYA A PhD in economics from PSG College of Arts & Science, Affiliated to Bharathiar University, Coimbatore. She is presently working as an Assistant Professor in Economics at Sri Ramakrishna College of Arts & Science, Coimbatore. She has published more than 10 research papers in various National and International Peer Reviewed journals.