THE IMPACT OF GUERILLA MARKETING PRACTICES ON CONSUMER ATTITUDES AND COMPARISON WITH TRADITIONAL MARKETING COMMUNICATION: A PRACTICE
Öz
Communication with consumers for each company represents
great importance, where the way of communication is carefully chosen. One of
the most interesting and successful ways of communication with the public is
guerrilla marketing communication, where with its instruments enables the
company to make large public effects with limited resources and makes great
impact on the public. On the market, with a large number of advertisements, which
belongs to the traditional way of communication, creative advertising campaign
with an interesting content on the selected places is one of the ways of
communicating with consumers. This article is based on the comparison of
traditional marketing communication and guerrilla marketing communication, as
well as to determine why and how communication is more effective than other communication
method. In another words, two types of advertisements are displayed in the
research where one relates to the traditional marketing communication while
other refers to guerrilla marketing communication. Also the purpose of this
study is to see how the guerrilla marketing communication and traditional
marketing communication differ according to consumers throwing demographic
factors such as gender, level of education, level and nationality. Article aims
to see guerilla marketing campaigns effects on consumers and how they perceived
with regard to the level of attention, level of interest, memorability as well
as the level of recommendation of these advertisements.Through certain questions of the questionnaire and
through the answers of 406 respondents, it is concluded why one way of
communication is better than the other one. According to this research, guerrilla
marketing communication is a sort of creative challenge for many companies,
where, due to the changeable situation on the market and the unfavorable cost
aspect, a large number of companies choose to use this way of communication. Traditional
marketing communication is associated with high costs that involve posters on
billboards that are largely represented in the public and that do not give good
results and generate high costs.
Anahtar Kelimeler:
Traditional marketing communication, Guerrilla marketing communication, Market, Advertisement
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- ISSN: 2148-4090
- Yayın Aralığı: Yılda 2 Sayı
- Başlangıç: 2014
- Yayıncı: Ankara Hacı Bayram Veli Üniversitesi