Guerrilla Marketing A Startup s Phenomenon - 1175 Words

USW, Atrium University of South Wales Guerrilla Marketing: A startup’s phenomenon Kyle Sowden 14023601 BA(Hons) Advertising Design G107728 - Critical Paper Introduction One reason many startups fail is poor marketing. Due to minimal finances, startups are restricted from using a lot of traditional marketing methods that are often associated with high costs. An alternative strategy that does not require expensive financial resources and can help a company shine through the countless number of competing campaigns is guerrilla marketing. But is guerrilla marketing the only answer for start-ups? The aim of this dissertation is to contribute to the research on the phenomenon that is guerrilla marketing and answer the following: What is guerrilla marketing and is it the only answer for start-ups? In order to answer this effectively, we must first understand what guerrilla marketing is. The work of Jay Conrad Levinson will be used as the foundation for this paper as he is widely considered the godfather of guerrilla marketing, after first coining the term in his 1984 book Guerrilla Advertising’. Other sources will then also used to create an unbiased understanding in addition of guerrilla marketing and the theory surrounding it. A multiple case study exploring three unconventional campaigns from three different companies is used as a basis for Main Body â€Å"People that spread ideas, regardless of what those ideas are, win.† It is not what is offered that’sShow MoreRelatedMarketing Management 14th Edition Test Bank Kotler Test Bank173911 Words   |  696 PagesMarketing Management, 14e (Kotler/Keller) Chapter 1 Defining Marketing for the 21st Century 1) Which of the following statements about marketing is true? A) It is of little importance when products are standardized. B) It can help create jobs in the economy by increasing demand for goods and services. C) It helps to build a loyal customer base but has no impact on a firms intangible assets. D) It is more important for bigger organizations than smaller ones. E) It is seldom used by nonprofit