CASE STUDY ON THE INNOVATION ON
GUERRI
ILLA
MAR
RKETING BRITTANY LINARES | HISTORY & INTERPRETATION OF INNOVATION | SUMMER 2014
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TABLE OF
CONTENTS What is Innovation?.....................................................................4-5 The Terms of Guerrilla Marketing................................................ 6-7 The 5 Attributes of Innovation......................................................8 An Antecedent of Guerrilla Marketing..........................................9 Heterogeneous Engineering & Closure.......................................10-11 Unintended Consequences of Innovation....................................12-13 Drives of Innovation.....................................................................14-15 Creative Destruction....................................................................16-17 Understanding Innovation When You See It............................... 18-19 Incremental & Radical................................................................. 20-21 Industries Impacted by Innovative Ideals.................................... 22-23 Change Agents............................................................................24-25 Categories & Characteristics of Adopters....................................26-27 What Lies Ahead for Guerrilla Marketing?...................................28 In Conclusion...............................................................................29 Citations...................................................................................... 30-33
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WHAT IS
INNOVATION Innovation is the introduction of a new service, idea, or product thats meant to benefit the innovator, or company. These benefits are achieved by creating a value that the customers will appreciate and endorse. An innovation is also classified as something that the economy needs and the new concept will fully satisfy this need in order to be successful. Innovations may also require severe risk taking; meaning that regardless of the processes or ideas referenced in the creation, the innovation may not always be successful to a given audience. Such innovations should benefit customers by creating something they have never had or seen before.
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THE TERMS OF
GUERRILLA
MARKETING
So you ask, what is guerrilla marketing? Simply put, guerrilla marketing is a marketing strategy that uses unconventional methods to send a message to a given target audience at low-cost to the company. The overarching goal is to draw attention to a specific idea, product, service, or brand.
The term was first coined by Jay Levison, in 1984, and was inspired by the concept of guerrilla warfare. Guerrilla warfare is based on irregular fighting techniques that include, but are not limited to, ambushes, sabotage, hit-and-run, and allows for strong mobility in a smaller group through the use of cover. Guerrilla marketing resembles this because it was intially designed for small companies to have a competitive advantage in the market against large corporations with big budgets. Its goal was to be a weapon that small companies could use in order to cripple the big business and stand a chance as an disruptive entity, doing away with the original traditional marketing which was too educational and had begun to loose audiences attention. The goal of guerrilla marketing is to create buzz so that the product is talked about and information is spread through word-of-mouth, or viral marketing. This is how companies can have strong marketing initiatives at low-cost, because they are using what they have and the environment to their advantage. Today, guerrilla marketing has been adopted by large companies as well and is used in many forms such as viral marketing, ambush marketing, internet/social media marketing, and other such formats that are growing more digital each day. The overall intention is to deliver the goods of a company in a very memberable way.
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The purpose of this study is to explore how Guerrilla Marketing, inspired by the concept of Guerrilla Warfare, is an innovative marketing idea that requires low budgeting and promotes strong responses through the use of unconventional themes.
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THE 5 ATTRIBUTES OF
INNOVATION IN GUERRILLA MARKETING
OBSERVABILITY
This aspect of guerrilla marketing is a painfully slow process, because all details must be factored in regarding target audience before the company is able to actually create the advertisement. Also, market position must be clarified in order to properly position the materal. Guerrilla ads must always be newly developed so audiences do not become bored with the style or realize it is a method used as intentional advertisement. Diversity is a key factory when creating campaigns. (Rating 3)
TRIALABILITY
There are no barriers to which research can be conducted regarding the target market to which the guerrilla ad campaign will be positioned. The marketing strategy used must be positioned where customers will want to endorse in the product or service and begin to spread word about the business. Guerrilla marketing ads can be either short or long term. The goal is to build a relationship with the audience. (Rating 4)
COMPLEXITY
The act of using guerrilla marketing contains multiple steps where all aspects must be taken into consideration in order for the ad to be successful. For this to occur the business must reach audiences on an emotional level to which they can connect. It is about presenting something that is new, never before seen, and something that can be used effectively. (Rating 3)
RELATIVE ADVANTAGE
The innovation, unlike the previous traditional marketing methods, relies on low-cost marketing methods that promote unconventional advertising, which gains maximum results or profit. Previous methods involved educational based advertisements that were high-cost and not always effective, as people grew tired of the style and similarity of all advertisements making the content, over time, ineffective. (Rating 5)
COMPATIBILITY
This innovative marketing method is not hard to use because it is something that will first catch the audience off-guard but be something they can relate to on an emotional level. It is a new way to experience a product or service. The message should be very clearly relayed, as poorly marketed guerrilla ads fail to gain the audiences full attention, lack the necessary relationship, or poorly portray the idea. (Rating 5)
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Ratings are based on ease of adopting the idea. One is that the idea is hard to adopt due to various reasons of a given society, while five means that the concept is more easily understood and adopted by a given society.
ANTECEDENT
AN
OF GUERRILLA MARKETING CAMPAIGNS Prior to Jay Levions’ creation of the guerrilla marketing strategy in 1984, advertising was about big business, big budgets, and big exposure with catchy jingles or phrases. The idea was only to educate the audience rather than entertain and/or engage them like the guerrilla marketing tactics are created to do. The above image with the phrase ‘World’s Fastest Jetliner’ is an example of how the ad is saying Delta is the fastest jet, then the ad goes into detail about why this is. This was simply showing viewers what the company provided and why it was beneficial to them in more indepth paragraph based format. Traditional marketing is a way of advertising or marketing with a strong educational background. These types of ads, created prior to 1984, were meant to teach individuals about the product or service so that they fully understood what was being offered. Instead of being interesting they were simply informative and such repetition over time began to bore audiences to the point they became uninterested in what was being marketing with the big businesses with big budgets. Guerrilla marketing was introduced to give small companies a disruptive advantage and at the same time reinvent how audiences were being marketed to and how ideas, products, and services were being presented.
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THE
RELATIONSHIP
HETEROGENEOUS
ENGINEERING
Heterogeneous Engineering, a term created by John Law, is the overall shape and development of an product or service that involves social, technical, and natural forces impacted by one another. This is representative to how guerrilla marketing is effective and grows: • TECHNICAL - Cost Advantages • SOCIAL - Social Media, Standing out, Unconventional Method, Viral Marketing, Buzz Campaigns • ORGANIZATIONAL - Brand Building • INFORMATIONAL - Lasting Impressions • CONTEXTUAL - Various Unconventional Marketing Methods, Audience Relationships • NATURAL - Using environment to market as a method to market in extreme formats.
FORMS OF
CLOSURE
Rhetorical closure, in technology, is the stabilization of a given artifact and the elimination of problems.
not without it’s problems or flaws. This type of marketing does not receive full closure as it is a risk taking method to ambush consumers with Closure by redefinition of a problem is the key various method of advertisement such as outside problem to which an artifact should possess a displays or print mediums. If guerrilla ads are meaningful solution and closure is reached for the not marketed properly they will flop and the given social groups. idea, not being successful, was either rushed, How do these terms relate to this innovation? not well thought out, and lacked the research to gain enough information to grab the attention Even though guerrilla marketing is a very of consumers. This brings no benefit to the effective and shocking method of advertising company and therefore they must start again. products, ideas, or brands to consumers, it is
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UNINTENDED CONSEQUENCES OF
INNOVATION Guerrilla marketing was created for the underdog businesses so they could have a fighting chance in marketing and making profit with low-budgets. This was a competition against the large, more established companies, that consist of big business, extensive marketing networks, and big budgets. However, today large companies have begun adopting this marketing method because of its unconventional style and effectiveness in reaching the target audience. This allows large companies to save money on advertisements, however their advantage is being able to still using marketing agencies to create their ads rather than individuals or entrepreneurs in the smaller businesses. Larger companies are still different because their ads are not 100% guerrilla in style as they are more about viral marketing than the initial shock factor that draws attention to products, brands, and services because of the fact they typically have a solid foundation in the market already.
Guerrilla marketing is based on building relationships with the given target audience and understanding the value of what is being marketed. If these connections are not made successfully then the marketing strategy will fail every time. Additionally, deterring audiences by doing anything illegal, containing negative publicity, insult audience in any way, or fail to fully understand the environment being marketing in, the product or service will face being too insensitive. This will cause the strategy, no matter how much work was dedicated to the final product or service, to grab little to no attention. Since guerrilla marketing is all about being unconventional, often times these aspects can easily occur without realization. This is why extensive research is important and guerrilla advertisement is not a marketing scheme created overnight. GUERRILLA MARKETING CASE STUDY | 13
DRIVERS
OF
INNOVATION
Jay C. Levison created the guerrilla marketing strategy driven on small companies’ “sparseness of budget and abundance of creativity” (Delana � Ch 3). Guerrilla marketing triggers emotions from audience because it aims “to strike the consumer at a more personal and memorable level” (Creative Guerrilla Marketing). It affects all aspects of society and the message, be it environmental, political, or generalize advertising, is based on what the company needs to market in order to promote their brand and push name, product, and services out into the industry. This is a way for small companies to stand a fighting chance against well established ‘big businesses’ or corporations. Today, corporations are using these methods to advance themselves and stay in the number one spot, which is creating more work and researching for smaller company platforms to be successfully disruptive.
Guerrilla marketing was formulated to create buzz among consumers and initialize lowbudget spending while retaining its aspect of being “shocking, unique, outrageous, and clever” (Creative Guerrilla Marketing). It was new and necessary because until 1984, advertising was only done by big companies with big budgets. These large companies were using traditional marketing methods, which consisted of advertisement with the main goal of educating audiences on the product and how it could be benefit them. Customers grew tired of this never ending marketing method and guerrilla marketing was designed in order to reinvent marketing in such a way that the target audience was not left knowing what to expect next. Ads were no longer mundane and consisted of new aspects and qualities each time they were presented under the idea of being guerrilla in nature. Guerrillas thrive on change because this makes it hard for competitors to keep up as the guerrillas use various aspects to market versus one standard. Also, it is based on various individuals with creative outlooks instead of using advertising agencies with strict guidelines and established internal employee processes. The less processes established, the more likely guerrilla marketing will succeed. This is because the idea has not been tried and the outcome is unknown. If processes are established, like those that exist in many large organizations, then often the organization will not stray far from past experience that failed therefore they lack spontaneity. Guerrillas are generalists, not specialists in their fields, and their goal is to gain knowledge on a broad range of concepts in order to think backwards. The idea is to first picture a customer and that ideal moment where they decide to purchase a product or service. This pulls forward the fact that needs and desires of the target audience are crucial in reaching and gaining reactions so the product or service will reach them successfully.
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Guerrilla marketing is about changing people’s ideas of a product or service so that they want to endorse it. One must understand the customers’ unconscious based on planning and eliminating chance.
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CREATIVE BIG IMAGINATIONS VS BIG BUDGETS
DESTRUCTION Creative Destruction occurs when a new product or idea kills and older or existing product. Therefore, this new product is beginning to take over within the industry or is advancing in popularity or profit margin at a much faster rate than the competition.
“Big imaginations vs big budgets” (Levison). Guerrilla marketing is focused on small businesses marketing their ideas or products with low-budgets. The marketing also switched form an educational based format and a more emotionally shocking style that would grab the viewers attention and be something they had never previously seen or owned before. This is how brand was spread rather than spending large amounts of money to put out logos, marketing materials, and so forth. As technology continues to advance, small business’ are given an even more unfair advantage in the market in the sense that they can product high quality marketing materials that once required large amounts of money, or large budgets to acquire, “but now only require a big imagination” (Levison). Small companies also use their environments to their advantages rather than building the environment. They will market via ads in subways (graffiti style), free standing products in highly public areas, vehicles, and other such methods that utilize the world, as it exists, to further save the company money. This allows the small firms to promote themselves effectively and in turn increase profit margins in the long run, as long as they are successful in creating ideas strong enough to disrupt the flow of the big business. In doing this they must fight large budgets with strong ideas which, in the long run, would provide more for the audience then what money can buy, because the idea is so creative.
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UNDERSTANDING
INNOVATION WHEN YOU SEE IT An innovation is simply a brand new idea or product that has not yet been introduced into the market. Overall, you can spot an innovative concept because it is something that can improve a customers’ experiences and stands out against what already exists in the market. Guerrilla marketing is considered an innovative style of advertisement because it is a new and unconventional method that allows companies to market on low budgets and triggers an emotional response from consumers. These methods of advertising must be unique and newly developed each time or audiences will understand they are intentional advertisements rather than an aversion in nature.
THE INNOVATIONS’
RELEVENT INDIVIDUALS
The individual that invented guerrilla marking via a new buzz method was Jay Conrad Levison. He introduced this concept in his 1984 publication Guerrilla Advertising. This term was inspired by the concept of guerrilla warfare, which consists of ambushes, sabotage, raids, and so forth creating a very disruptive impression. Larger companies have COINs or collaborative innovation networks through their connections with external agencies that secure their marketing concepts. This allows these companies to stay effectively current and make sure they are cutting costs for marketing through the use of guerrilla marketing tactics.
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“The intersection of invention and insight, leading to the creation of social and economic value.” - U.S. National Innovation Initiative
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Guerrilla marketing is incremental because of the advertising for small companies aspect in order to combat larger firms with low budgets; this was against the big budget educational based ad campaigns that the large firms created. Small firms were to market with a more emotionally shocking method in order to express a concept without it seeming like it was intentional but still relays a strong message by catching consumers off guard. These advertisements range from large displays, to print mediums and online formats. All methods are meant to reduce cost overall and increase profits with guerrilla marketing, which is a new and more unconventional marketing method.
&RADICAL
INCREMENTAL
Guerrilla marketing is radical because of the unconventional methods used to attract audiences by related to them on a strong, emotional level. This method of advertisement is meant to promote high levels of imaginations as this marketing process is very in-depth and takes time, as well as using methods such as flash mobs, viral marketing, ambush marketing, internet marketing, and much more.
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INDUSTRIES IMPACTED BY
IDEALS INNOVATIVE
OF GUERRILLA MARKETING
Guerrilla marketing and how it impacts domains or industries through innovation. Businesses, both big and small, are impacted by guerrilla marketing due to the fact that it is based on a low cost system and allows the companies to save money and market effectively by understanding and connecting with the target audience unconventionally. Education is affected because it tells the person “Companies make use of modern about the company and gives them an emotional technology, innovative advertising and connections to the products or services provided. It cultural assimilation in implementing a communicates strongly with telecommunications, guerrilla marketing technique” (Shakeel). such as email via computers, and introduces free to highly cost efficient ways to market on a low budget and still retain a very disruptive nature. This relates to culture regarding the various ethnicities being marketed to as well. Since manufacturing costs can be very low through the use of the natural environment to house marketing schemes, companies do not have to invest in large displays, printed media, or other expensive advertising methods if it is not a necessary feature in order for the idea to be effective.
NEWNESS OF THE
GUERRILLA
Guerrilla marketing re-invented traditional marketing and created a more unconventional marketing method. It was a new style of marketing meant to catch drastic attention, not appear as an obvious ad. Areas that presented and still continue presenting ‘new’ aspects to guerrilla marketing are as follows:
• Technological - Online Marketing, Internet Connectivity, Digital Media, Advancing technologies, etc.
• Social/Cultural - Social Media, Ethnic Backgrounds • Behavioral • New Concept - Reinvented the way of thinking via marketing/branding for small companies and allowed them to become competition for the larger companies.
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MARKETING
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CHANGE
AGENTS
What is a change agent? A change agent is simply a person that is either inside or outside of an organization who helps transform the business by focusing on organizational effectiveness, improvement of procedures, and internal development. The overall goal is to achieve the effect of technologies that are continuously changing as well as structures and tasks that are either interpersonal or possess group relationships within an organization. The initial change agent for guerrilla marketing was none other then its founder, J. Levison. He coined the idea as an unconventional method of marketing as a way to benefit small business and allow them to gain the same noticeable effect as large business while working around their low-budgets.
THE
CRITICAL DIFFERENCE LARGE COMPANIES
• Large companies typically hire ad agencies to
SMALL COMPANIES
• These companies employ various levels of management officials in order to analyze the effectiveness in how advertising is used and its methods.
• For small companies, “entrepreneurs must govern tactical operations by marketing strategy. They also need to examine all the marketing avenues available to them. They must keep a far keener eye on the bottom line than to the giant firms. Spend far less money testing their marketing tactics. Their marketing must product results at a fraction of the price paid by the biggies. They may not necessarily handle their marketing efforts better than large companies, but they will be more personalized and realistic in their use of marketing” (Levison).
• Large companies first seek the aid of television commercials to advertise their products as budget is not an issue.
• Small companies entrust judgment to each other so that responsibilities are weighed out evenly and ideas are shared.
• They aim to be the leaders in their industry.
• These companies seek newspaper ads to sue first because they are the most inexpensive.
carry out their marketing efforts. These agencies, often external, help gain the necessary research to understand target audiences, communities, and so forth.
• Can prosper even if they only gain profit from a small fraction of the target market.
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EVERETT ROGERS’
CATEGORIES & CHARACTERISTICS EARLY ADOPTERS
Early adopters were small companies possessing small budgets that needed & still need ways to compete with large corporations. The goal was to combat the older traditional marketing style with the newly envisioned guerrilla marketing in 1984. Examples of companies, which started small but used guerrilla marketing to become the large corporations they are today, include: Marlboro with The Marlboro Man, Pillsbury Dough Boy, the Jolly Green Giant, and Coca-Cola with the Polar Bears. These are examples of companies that started out as the rebel marketer and “took their respective companies from relative obscurity to advertisement immortality” (Delana).
SOCIAL GROUPS Guerrilla marketing, as a whole, is meant to market to all aspects of a given target audience such as various ethnicities and backgrounds based on who the company needs to target specifically. These social groups, or users, help determine if the idea was successful based on their rejection or acceptance of the idea that is being marketed even though they may not realize it is an advertisement. If this is too obvious, or the idea is not unconventional enough, then the user will reject the idea and then the company must reassess how they are going to re-approach their target audience successfully.
LAGGARDS The laggards to guerrilla marketing would be those individuals that either do not understand the marketing method until they hear more about it from others, or individuals could be offended or bored by the given concept and ignore it entirely. Sometimes, guerrilla marketing campaigns can come off as offensive, lacking depth and true information concepts, unappealing, and so on.
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OF ADOPTERS
“We wanted to cre that’s innocent, fu the best attributes ‘human’.” - Ken Stewar
EARLY ADOPTER - COCA COLA
Coca-Cola is a company that today is known as the number 1 soft drink corporation, however it was not always this way. Coca-Cola started as a fairly small company that understood how to connect with their audiences through a heartfelt relationship. It’s history began in 1886 when an Atlanta pharmacist, Dr. John S. Pemberton, created a tasty soft drink to be sold to the masses. This company started to make its break out role through the use of the unconventional marketing style of guerrilla ads. The rd, creator overall goal of guerrilla marketing is to make a strong relationship with customers and this is one concept that Coca-Cola excelled in.
eate a character un and reflects s we like to call
that this idea was adopted early and research was conducted thoroughly, the polar bears have become one of Coca-Cola’s iconic images that relates to audiences everywhere. This concept was taken as an unconventional method to advertise an drink and it was successful because of its playful nature and ability to warm the hearts of audiences everywhere who will see coke as an enjoyable experience for movies, entertainment, and life. Due to unconventional marketing, Coca-Cola is now a large corporation taking advantage of unconventional methods of advertising as it has always been a concept that works well and allowed the company to grow exponentially.
“The viral nature of one of their recent marketing efforts, the happiest machine, seemed to encourage and continue their mantra of ‘spreading happiness’” (Lum). The one iconic image that arose during this time, in the year of 1993, was a polar bear which was part of their ‘Always Coca-Cola’ campaign. Ken Steward gained the idea when thinking of his dog, which looked like a polar bear, which helped him make a connection between the two concepts of making a movie and using a star, in this case the polar bear. The movie became the northern lights and the polar bears were made to drink the Coca-Cola so the audience could see its playful nature and refreshing qualities. The polar bear marketing strategy was to “create a character that’s innocent, fun and reflects the best attributes we like to call ‘human’; the bears are cute, mischievous, playful, and filled with fun” (Ryan). CocaCola created extensive partnerships, on an average budget, to create the animation, conduct target audience research, and other aspects it took to make the bears come alive and appeal to all audiences. Overtime, being GUERRILLA MARKETING CASE STUDY | 27
WHAT LIES AHEAD FOR
GUERRILLA
MARKETING
Guerrilla marketing is a way of reaching conventional company goals in an unconventional method. Guerrilla marketing is always evolving as its overarching goals are to always be able to present a level of shock for the audience and not stick out as an immediate ad. Once these ads get too similar, audiences would catch on so they must stay ever changing in concept. Being that people are always adapting as technology advances, guerrilla ads would go hand in hand with the changing societal needs and wants as it is forced to be new each and every time it is used towards any given target audience. Another reason is that technology will always continue to advance. Guerrilla marketing may have started with a more print based medium, but now has reached outside platforms, and even the world wide web. As technology advances guerrilla marketing too will advance and have new ways of reaching the digital audience. Even though aspects of Guerrilla marketing are mysterious, this is not what makes it powerful. Since it has become part of the mainstream marketing tactic, there is nothing to keep it from continuing to advance because it is based on cutting edge influences that seek new, unconventional ways to share a message. In regards to weak trends, I feel that Guerrilla marketing will begin moving more into a viral based marketing system upon its influential style of marketing via the social media platforms. Once it starts hitting the online communities, the concepts will spread virally though various digital formats. Online would would be the easiest, fastest, and cheapest way to market. I feel that one day guerrilla advertisement will be fully digital as this is a cheap and effective way to reach millions of people world wide.
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IN CONCLUSION In conclusion, guerrilla marketing is a successful innovation because it is an ever evolving advertising methodology. Each time an ad is considered guerrilla it must be new, innovative, and stand out or speak to audiences on a new level that previous advertisements could not. If guerrilla marketing does not continue to evolve in this way then it would fall victim to hard criticisms, as did traditional marketing, and audiences would get bored due to predictability. My definition of innovation, from the beginning of this case study, still
holds true because if an idea or product is innovative then it just simply means it’s something that audiences have never experienced and at the same time something they will be able to use in their lives. Even though guerrilla marketing has weak points, it is an innovative that will cease to exist if companies do not continue to push its unconventional extremities.
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EDITORIAL
CITATIONS Coca-Cola Co. “World of Coca-Cola Atlanta.” http://www.worldofcoca-cola.com/coca-cola-facts/ coca-cola-history/ (accessed August 15, 2014). Crawford, Mandie. “marketing..” When Guerrilla Marketing Fails by Mandie Crawford. http:// www.evancarmichael.com/Business-Coach/2654/When-Guerrilla-Marketing-Fails.html (accessed August 15, 2014). Investopedia US, A Division of IAC.. “Creative Destruction Definition | Investopedia.” Investopedia. http://www.investopedia.com/terms/c/creativedestruction.asp (accessed August 15, 2014). Delana. “Chapter 7: Is Guerrilla Marketing Right for You? | Urbanist.” WebUrbanist RSS. http:// weburbanist.com/2008/06/24/is-guerrilla-marketing-right-for-you/ (accessed August 15, 2014). Delana. “Chaper 2: The Origins and Evolution of Guerrilla Marketing | Urbanist.” WebUrbanist RSS. http://weburbanist.com/2008/06/05/the-origins-of-guerrilla-marketing/ (accessed August 15, 2014). Delana. “Chapter 3: Major Corporations Go For Guerrilla Marketing | Urbanist.” WebUrbanist RSS. http://weburbanist.com/2008/06/10/major-corporations-go-for-guerrilla-marketing/ (accessed August 15, 2014). Delana. “Chapter 6: 10 Different Types & Kinds of Guerrilla Marketing | Urbanist.” WebUrbanist RSS. http://weburbanist.com/2008/06/19/different-types-of-guerrilla-marketing/ (accessed August 15, 2014). Delana. “Chapter 1: A Guide to The History of Guerrilla Marketing | Urbanist.” WebUrbanist RSS. http://weburbanist.com/2008/06/03/the-history-of-guerrilla-marketing/ (accessed August 15, 2014). Delana. “Whoops: 5 Great Examples of Guerilla Marketing Gone Wrong | Urbanist.” WebUrbanist RSS. http://weburbanist.com/2008/05/06/5-great-examples-of-guerillamarketing-gone-wrong-from-olympic-fumbles-to-bomb-scares/ (accessed August 15, 2014). Delana. “Chapter 8 (Conclusion): The Future of Guerrilla Marketing | Urbanist.” WebUrbanist RSS. http://weburbanist.com/2008/06/26/the-future-of-guerrilla-marketing/ (accessed 30 | GUERRILLA MARKETING CASE STUDY
August 15, 2014). Harper, Douglass. “Innovation.” Dictionary.com. http://dictionary.reference.com/browse/ innovation?s=t (accessed August 15, 2014). Ingram, David. “What Are the Elements That Make Guerrilla Marketing Successful?.” Small Business.Chron. http://smallbusiness.chron.com/elements-make-guerrilla-marketingsuccessful-75002.html (accessed August 15, 2014). Levinson, Jay Conrad. Guerrilla marketing: secrets for making big profits from your small business. Boston: Houghton Mifflin, 1984. Lum, Ryan. “Follow Coca-Cola’s Amazing Unconventional Marketing Efforts!.” Creative Guerrilla Marketing. http://www.creativeguerrillamarketing.com/guerrilla-marketing/ cocacola-returns-outdoor-theatre-marketing-effort/ (accessed August 15, 2014). Coca Cola Unconventional Marketing Efforts! Ryan, Ted. “The Enduring History of Coca-Cola’s Polar Bears.” Coca-Cola Journey - CocaCola Company. http://www.worldofcoca-cola.com/coca-cola-facts/coca-cola-history/. Jan. 1, 2012. (accessed August 15, 2014). Shakeel, Mohsin, and Muhammad Mazhar Khan. “Impact of Guerrilla Marketing on Consumer Perception.” Global Journal of Management and Business Research. https:// globaljournals.org/GJMBR_Volume11/6-Impact-of-Guerrilla-Marketing-on-ConsumerPerception.pdf (accessed August 15, 2014). “What Guerrilla Marketing Really is Today.” Icon Builder Media What Guerrilla Marketing Really is Today Comments. http://iconbuildermedia.com/gmi-today/ (accessed August 15, 2014). “What Is Guerrilla Marketing?.” Creative Guerrilla Marketing. http://www. creativeguerrillamarketing.com/what-is-guerrilla-marketing/ (accessed August 15, 2014). “What is innovation? definition and meaning.” BusinessDictionary.com. http://www. businessdictionary.com/definition/innovation.html (accessed August 13, 2014). Wienke, Mike. “Guerrilla Marketing: What NOT TO DO.” Moosylvania – An Independent, Full-Service Digital Agency. http://www.moosylvania.com/blog/guerrilla-marketing-whatnot-to-do/ (accessed August 15, 2014). Chicago Style formatting for informational research.
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CITATIONS Alami, Marie. Image of a vector bulb.. N.d. Insights From The Innovation Show You Don’t Want to Miss, Online. SAP: The Best-Run Business Run SAP. Web. 13 Aug. 2014. Balkwin-Lima-Hamilton. Baldwin Lima-Hamilton - Practical Evidence of Fine Engineering. N.d. Advertising – Corporate Identity, Industry, & Utility, Online. SVA Library Picture & Periodicals Collections. Web. 15 Aug. 2014. Blase, Aaron. Always Cool Coca-Cola polar bear advertisment.. N.d. Advertising: Child’s Play, Online Essay. as1020fall. Web. 17 Aug. 2014. Bob. #30 No Runs, No Drips, No Errors! (picture of a spray paint can in the shape of a greek style helmet that is bloody) . N.d. The streets have become a breeding ground for incredible artwork Read more at http://thechive.com/2013/06/26/the-streets-havebecome-a-breeding-ground-for-incredible-artwork-38-photos/#3sHtt66QGXmGugIw.99 - See more at: http://thechive.com/2013/06/26/the-, Various Locations. The Chive: Probably the Best Site in the World. Web. 15 Aug. 2014. Coca-Cola Co.. Photo still of video of coca-cola polar bears.. N.d. Coke 2012 Commercial: “Catch” starring NE_Bear, Youtube. Youtube. Web. 17 Aug. 2014. Creative Guerrilla Marketing. This is a photograph of a boy utilizing a digital campaign where you get to sign a cast on a screen set in a public area.. N.d. What is Guerrilla Marketing?, City Location/Online. Creative Guerrilla Marketing. Web. 15 Aug. 2014. Dominquez, Priscilla . “Hunger” - Please Feed! (McDonald’s ad). N.d. The Future of Guerrilla Marketing In a Digital World, online. Creative Guerrilla Marketing. Web. 14 Aug. 2014. Fishman, Charles. Image of walmart icon angry at man, or small business!. N.d. The Wal-Mart You Don’t Know, Online. Fast Company. Web. 17 Aug. 2014. Gothamist. Folgers Coffee. N.d. 20 creative guerilla marketing campaigns, Online. Designer Daily. Web. 14 Aug. 2014. Guerrilla Social Media Marketing Strategies. Ad painted on bus that is an python that appears to be crushing the bus.. N.d. Guerrilla Social Media Marketing Strategies, Online. Sparkah Business Consulting Tackles Marketing, Google, Sales, and Strategic Alliances. Web. 13 Aug. 2014. Jeffrey, Kristian . ‘Coop’s Paint’ Nationwide Insurance. N.d. 10 of the World’s Biggest 32 | GUERRILLA MARKETING CASE STUDY
Advertisements, Online. Creative Guerrilla Marketing. Web. 13 Aug. 2014. Lum, Ryan. Swiss Skydive Guerilla Marketing Campaign & Colgate Ad. N.d. 122 Must See Guerilla Marketing Examples, Online. Creative Guerrilla Marketing. Web. 13 Aug. 2014. McCann Erikson Agency. nando Milk, from India, wanted to increase milk consumption among children, so the McCann Erikson Agency came up with this amazingly creative ad placed on one of Mumbai’s buildings, where you can see a child strong enough --a benefit of the milk, of cours. N.d. 10 Clever Ads on Buildings, Mumbai, India. Oddee. Web. 15 Aug. 2014. Memographer. 1960 Delta Airlines World’s Fastest Jetliner Convair-880 Magazine Ad. N.d. Delta: The Airline with the Big Jets, Online . Memographer. Web. 13 Aug. 2014. Prado, Paulo. Idea lightbulb, with various words related to the main term.. N.d. Inovacao e por ai, online. by3. Web. . Rasmussen, Richard. Mundo Selvagem - Image of crocodile at the bottom of the escalator.. N.d. National Geographic, online. Media Cache. Web. 14 Aug. 2014. Seong, Yongwook. iPhone Escalator. N.d. the black sea creates the endless waves of apps, Behance - Online Portfolio. Behance. Web. 13 Aug. 2014. Shamis, Amit. What We See When you Smoke Campaign. N.d. 15 EXAMPLES OF CREATIVE GUERILLA MARKETING FOR INSPIRATION, Guerrilla Marketing work from around the. The Stockwell. Web. 15 Aug. 2014. MLA formatting style for images.
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GUERRILLA MARKETING CASE STUDY BY: BRITTANY LINARES HISTORY & INTERPRETATION OF INNOVATION | SCAD | SUMMER 2014