- Bankacılık ve Finansal Araştırmalar Dergisi
- Vol: 6 Issue: 1
- THE IMPACT OF GUERILLA MARKETING PRACTICES ON CONSUMER ATTITUDES AND COMPARISON WITH TRADITIONAL MAR...
THE IMPACT OF GUERILLA MARKETING PRACTICES ON CONSUMER ATTITUDES AND COMPARISON WITH TRADITIONAL MARKETING COMMUNICATION: A PRACTICE
Authors : Damir Spahic, Nurettin Parilti
Pages : 1-24
View : 8 | Download : 2
Publication Date : 2019-01-04
Article Type : Research
Abstract :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 .Keywords : Traditional marketing communication, Guerrilla marketing communication, Market, Advertisement