As a result of guerrilla marketing activities, guerrilla advertising is advertising practices that attract the attention of customers with creative advertising tactics. The Spanish word guerrilla is a tactical concept used in the Napoleonic Wars. It was realized with the Vietnam War that "Guerrilla", which is a war tactic, can also be used in marketing activities. Considering that it is not necessary to have large budgets to be in the market, guerrilla marketing activities have started to be carried out on the basis of creativity.
The reflections of guerrilla marketing, which was first applied by Jay Conrad Levinson in 1984, can be expressed as guerrilla advertising. The advertising industry developed rapidly and traditional advertisements began to be insufficient in attracting the attention of consumers and influencing their purchasing behavior. This situation led to new searches in advertising. As a result of these searches, interest in guerrilla advertising has increased.
Guerrilla advertisements are advertisements created by spending energy and time using creativity rather than large budgets. Guerrilla advertising, which is quite different from traditional advertising, attracts the attention of consumers through the use of extraordinary marketing methods. Ads that engage with consumers in an unexpected, unconventional way. It is possible to see guerrilla advertising activities in various environments such as streets, various events, public transportation vehicles, and digital platforms. Applications such as pictures on pavements, marginal packaging, street demonstrations, striking digital content can be given as examples of guerrilla advertising. With the guerrilla advertising practices in which the designated place is transformed, the attention and interest of the consumers who are in their ordinary daily flow are drawn; are provided to purchase the advertised product or service.
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Köse, Ö. (2020). Pazarlamada Radikal Oluşu Sembolize Eden Gerilla Reklamlarda Kullanılan Reklam Mesajı Çekicilikleri Üzerine Bir Analiz. IX. UMTEB International Congress on Vocational & Technical Sciences.
