Advanced Search

Show simple item record

dc.contributor.authorBigat, Ekrem Cetin
dc.date.accessioned2019-06-27T08:04:14Z
dc.date.available2019-06-27T08:04:14Z
dc.date.issued2012
dc.identifier.issn1877-0428en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12469/912
dc.identifier.urihttps://doi.org/10.1016/j.sbspro.2012.08.281
dc.description.abstractThis study examines the relationships similarities and differences among traditional advertising applications guerrilla art guerrilla marketing and guerrilla advertising all of which are interrelated. Guerrilla advertising differs from traditional advertising in that it is creative and allows for maximum turnover while spending the least amount of money since it is able to benefit from innovative strategies and promotional tactics. Guerrilla marketing employs various techniques which keep costs at a minimum and it is utilized for companies that have a say about their products. Of course this approach to marketing involves procedures but these are not realized as TV commercials or advertisements which solely intervene in the perceptions of the audienceen_US]
dc.description.abstractrather this form of advertising appears in unexpected locations. Guerrilla marketing is utilized not only by institutional firms but also by local and small businesses and these low-cost advertising tactics allow them to compete with larger firms. Guerrilla forms of marketing offer businesses various opportunities to boost sales figures through the use of unusual strategies. While guerrilla marketing also focuses on increasing sales and profits it differs from traditional marketing with respect to the strategies and methods employed. This study takes a broad approach and draws upon both local and international sources as well as the existing literature to identify problematic areas. After an examination of visual examples and discourses on the issue in the literature the study concludes with a comparative discussion of guerrilla art and related advertising techniques. (C) 2012 Published by Elsevier Ltd. Selection and/or peer review under responsibility of Prof. Ayse Cakir Ilhanen_US]
dc.language.isoengen_US
dc.publisherElsevier Science Bven_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectGuerrilla advertisingen_US
dc.subjectGuerrilla marketingen_US
dc.subjectGuerrilla arten_US
dc.titleGuerrilla advertisement and marketingen_US
dc.typeconferenceObjecten_US
dc.identifier.startpage1022en_US
dc.identifier.endpage1029
dc.relation.journalProcedia - Social and Behavioral Sciencesen_US
dc.identifier.volume51en_US
dc.identifier.wosWOS:000316256000173en_US
dc.identifier.doi10.1016/j.sbspro.2012.08.281en_US
dc.institutionauthorBigat, Ekrem Cetinen_US
dc.relation.publicationcategoryKonferans Öğesi - Uluslararası - Kurum Öğretim Elemanıen_US


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record