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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
The potential of Guerilla marketing
 HAVLÍKOVÁ, Monika
Thesis deals with the research of the potential of guerilla marketing and his popularity. The thesis examines trends and popularity of marketing. The purpose of this thesis is to devise a guerilla marketing campaign for a selected company, based on quantitative research (questionnaire survey among marketing professionals) and qualitative (guided interview and focus group with employees of the organization). Literary research deals with the theoretical basis of guerilla marketing, where the pioneer is especially Jay Conrad Levinson. There are also talks about trends in the digital marketing, about emotions in marketing, about crisis communication with the media and about Czech legislation in the field of advertising. The results of the thesis showed that guerilla marketing is popular among marketing specialists, but it is not very used. But the potential shows. Among the employees of the selected company, the potential of guerilla marketing was also shown. Interest was also expressed by the company executive who would accept a thoughtful and interesting campaign. At the end of the thesis was designed guerilla campaign for selected company, in the form of ambient media and viral video.
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Guerilla marketing
 Dolejší, Tereza ; Hejlová, Denisa (advisor) ; Gerbery, Juraj (referee)
The bachelor theses deals with guerilla marketing which presents an unconventional form of the products and services propagation. The aim of the guerilla marketing is surprise, to shock, to strike at the strategic location and the affordable price. The overall description of non-traditional marketing is mentioned in the theses content. I will also deal with the typical kinds of guerilla marketing or the samples of the individual campaigns. I will focus mainly on campaigns that have been realized in the Czech republic, even if the guerilla marketing relatively rarely occurs. Unusual types of the promotion are trying to work with the customer emotions, that is why I will deal with advertising psychology in one section. I'm going to use questionary with hooked illustration like the research method. The purpose of my research is exploring the human attitudes to the guerilla marketing. I will try to find out the consumer's reaction to the traditional types of advertising and whether they would welcome the more frequent uncommon campaigns. An important part of research will be investigation of the overall consciousness about the mentioned phenomenon.
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