Levinson says it usually involves an in-person or on-location marketing stunt or tactic to raise product or organizational awareness.
The author used the term guerilla marketing to illustrate the process where marketing activities become a battle in which the marketer has to conquer the consumer’s mind.
Guerrilla marketing is also marked by inexpensive alternatives to mass marketing for specific reach and efficiency. Guerrilla marketing use public spaces as venue for advertising such as ads on buses or sub-way trains.
Program-length commercials: children’s television programs with program-length commercial create and used to sell products and series.
In guerrilla marketing people do not even realize they are being hustled to buy something.
Characteristics of guerilla marketing
