How guerrilla marketing impacts stock market activity | WARC | The Feed

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.

The results