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Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. [1] It is a type of publicity. [2] The term was popularized by Jay Conrad Levinson 's 1984 book Guerrilla Marketing. Guerrilla marketing uses multiple techniques and practices to ...
Attack marketing. Also known as guerrilla marketing or ambush marketing, attack marketing is a form of marketing that incorporates a series of creative and strategic techniques used to build and maintain public awareness surrounding a person, place, product, or event. Attack marketing utilizes the power of social interactions to execute non ...
Street marketing. A stencil on the ground, promoting a documentary in Belgium. Street marketing is a form of guerrilla marketing that uses nontraditional or unconventional methods to promote a product or service. [1] Many businesses use fliers, coupons, posters and art displays as a cost-effective alternative to the traditional marketing ...
Marketing warfare strategies represent a type of strategy, used in commerce and marketing, that tries to draw parallels between business and warfare and then applies the principles of military strategy to business situations, with competing firms considered as analogous to sides in a military conflict, and market share considered as analogous to territory in dispute.
In terms of marketing, journalist Warren Berger explains unconventional guerrilla-style advertising as "something that lurks all around, hits us where we live, and invariably takes us by surprise". These premises apply to the entire spectrum of guerrilla communication because each tactic intends to disrupt cognitive schemas and thought processing.
Jay Conrad Levinson (February 10, 1933 – October 10, 2013 [1]) was an American business writer, known as author of the 1984 book Guerrilla Marketing. [2][3][4] He was born in Detroit, raised in Chicago, graduated from the University of Colorado. His studies in Psychology led him to advertising agencies, including a Directorship at Leo Burnett ...
t. e. Alternative media are media sources that differ from established or dominant types of media (such as mainstream media or mass media) in terms of their content, production, or distribution. [1] Sometimes the term independent media is used as a synonym, indicating independence from large media corporations, but generally independent media ...
Orange Man is a British television advertisement for the soft drink Tango Orange. Created by advertising agency HHCL (Howell Henry Chaldecott Lury and Partners), a longtime collaborator of Tango. The advertisement was produced in 1991 and aired in 1992, and was the first in the brand's "You Know When You've Been Tango'd" campaign that would ...