Harnessing guerrilla marketing effectively

This article discusses the effectiveness of guerrilla marketing as illustrated by case studies contained on WARC Online.

Harnessing guerrilla marketing effectively

Peter Field

Guerrilla marketing HAS been slow to take off, and these days attention is focused more on digital channels than on 'old-fashioned' communications involving physical ideas and perhaps real people. But is this justified? At face value, guerrilla marketing may look like an inefficient way to make contact with a relatively small number of consumers, compared to the immense reach of online. But the continuing abundance of demonstrably effective guerrilla campaigns among the WARC archive of global case studies suggests that this is a false comparison – guerrilla marketing is perhaps able to deliver unique...

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