GUERRILLA marketing

What does Guerrilla marketing mean and how does it look like?

- Jay Conrad Levinson is the one who invented the term "Guerrilla marketing" in 1984, when speaking about unconventional advertising tools in his book "Guerrilla marketing";
- GM surprises the consumer either through the place where the ad is shown or through the concept of the ad;
- focuses on human psychology;
- GM is an unconventional low-budget system of advertising;
- the magic key is ''imagination"
- GM is in many cases interactive;
- GM generally seeks to create buzz and become viral;
- the purpose of using GM is rather to retain existing customers;
- GM "involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources" (Wikipedia).