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16 September 2021
How guerrilla marketing impacts stock market activity
EmotionHumour & jokesExperiential marketing
Guerrilla marketing campaigns that draw on emotions like joy are associated with positive activity on the stock market, according to a study published by the Journal of Advertising Research (JAR).
Why it matters
Guerrilla marketing can be a useful way to catch attention with high-impact stunts, gimmicks and events. Understanding how investors respond to these initiatives can also guide marketers as they map out their strategies.