2010
DOI: 10.3844/ajebasp.2010.280.286
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Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising

Abstract: Problem statement: Companies attempt to reach private worlds of consumers and give them memorable experience with their brands by using guerrilla marketing tools. Guerrilla advertising, which is one of the guerrilla marketing tools, usually attracts the attention of consumers but sometimes irritates and annoys the consumers and even breaks the law. Approach: The study determined these ethical aspects by evaluating different guerilla advertising strategies of the companies. A critical assessment of the printed … Show more

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Cited by 31 publications
(23 citation statements)
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“…The importance of advertising helps in making the brand familiar with the people which leads to easy recognition of the brand and also acts as a catalyst in improving the effectiveness of the future advertising programs (Ay et al, 2010). The effect of the advertisement also varies depending upon the brand of the product used.…”
Section: Brand Equity and Success In Businessmentioning
confidence: 99%
“…The importance of advertising helps in making the brand familiar with the people which leads to easy recognition of the brand and also acts as a catalyst in improving the effectiveness of the future advertising programs (Ay et al, 2010). The effect of the advertisement also varies depending upon the brand of the product used.…”
Section: Brand Equity and Success In Businessmentioning
confidence: 99%
“…Jackson, the manager, describes the organizational culture at SkateCo as 'street style' and 'hip hop'. The company uses what he calls 'guerrilla marketing' (see also Ay et al, 2010) to appeal to 'the rebellious side, not to be too cliché, but a different side of mainstream'. He encourages 'creativity' in staff appearance, and tattoos reflect 'the artistic lifestyle that we try to propagate'.…”
Section: The Case Study Organizationsmentioning
confidence: 99%
“…As one of the first quantitative research which incorporating previous literature of guerrilla marketing and dimension of advertising effectiveness, this study is expected to provide a reliable framework for companies in Vietnam, especially in Ho Chi Minh city context, with the notion that guerrilla marketing, especially guerrilla advertising, the most innovative and creative part of guerrilla marketing [17], is a popular and helpful tool not only for SMEs but also for any company to make an effective and efficient approach to their customers.…”
Section: Introductionmentioning
confidence: 99%