ABSTRACT
Guerrilla marketing uses unconventional means to promote a product, attract attention, and create memorable encounters. The more unique the experience or unusual the locale or surface, the bigger the impact on the target. Because fewer consumers are listening to, reading, or watching traditional advertising, alternative media vehicles like guerrilla marketing must surprise and titillate by giving the target something they do not expect. Brands that create stunts or spectaculars like those used in guerrilla marketing are more likely stand out in the cluttered advertising arena by including the consumer in the experience. The unconventional—and often unexpected—promotional solutions offered by guerrilla marketing help captivate and extend message life through word of mouth.
