ГЕРИЛА МАРКЕТИНГ КАКО АЛАТКА ЗА ПРОМОЦИЈА
GUERRILLA MARKETING AS A TOOL FOR PROMOTION

Summary/Abstract: Guerrilla marketing is a marketing tactic in which a company uses surprise and/or unconventional interactions to promote a product or service. Guerrilla marketing differs from traditional marketing in that it often relies on personal interaction, has a small budget, comes from an original idea for engaging the target audience, and focuses on a small group of promoters who are responsible for publishing the message in a specific location or locations instead of through a widespread uniform marketing campaign. Companies that use guerilla marketing rely on their promotions, which will spread through viral marketing or through word of mouth, thus reaching a wider audience for free. Connecting with the consumer's emotions is key to guerrilla marketing. The use of this tactic is not intended for all types of goods and services, and is often used for more "exciting" products and for targeting younger consumers who are more likely to respond positively. Guerrilla marketing takes place in public places that offer as large an audience as possible, such as streets, concerts, public parks, sports events, festivals, beaches and shopping centers. One key element of guerrilla marketing is choosing the right time and place to run campaigns to avoid potential legal problems. Guerrilla marketing can be internal, external, "ambush on the premises" or experiential, intended to make the public interact with the brand. Guerrilla marketing is an advertising approach that borrows the concept of "guerrilla" military, or the element of surprise, to communicate with the target audience. This form of marketing relies on unconventional and inventive displays to evoke wonder or shock and can be particularly effective in generating publicity. What marketers enjoy about guerrilla marketing is its relatively low price. The real investment here is creative, intellectual. Its implementation, however, does not have to be expensive. That is an investment in time, but not money. Guerrilla marketing is a collection of marketing actions that are used to start a marketing campaign at a lower price than the usual other type of marketing campaign. The impact, of course, should be significant regardless of the low budget invested in it. In other words, guerilla marketing works like a hammer to influence marketing campaigns.

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