Guerrilla marketing and advertising Dissertation

Guerrilla marketing and advertising - Dissertation Example erception of GM 4.2.3 Impact of GM on Consumers’ Intention to purchase 4.3.4 Impact of GM on Consumers’ Purchase Behaviour 4.3 Findings from the Interview of the Advertising Experts 4.3.1 Reasons for Using GM strategies 4.3.2 Some Examples of Successful GM Strategies 4.3.3 Success of GM for different types of Products 4.3.4 Strategies and Tactics that for Viral Marketing 4.3.5 Challenges of Using GM/VM 4.3.6 Advantages of Using GM/VM 4.3.7 Future Role and Trend for GM Chapter 5: Conclusions and Recommendations 5.1 Summary of Research Findings and Conclusions 5.2 Research Limitations and Scope for Future Research. List of Tables and Figures Table 1: Reasons for Using GM strategies Figure A: Diagrammatic Representation of the Research Methodology Figure 1: Customers’ Awareness of GM Figure 2: Consumers’ Perception of GM as Aggressive Figure 3: Consumers’ Perception of GM as Aggressive Figure 4: Consumers’ Perception of GM as Creating Insights a bout Their Needs Figure 5: Consumers’ Perception of GM as Creating Awareness about New Products Figure 6: GM as Creating Awareness of Non-Advertised Products Figure 7: GM as creating more choices for customers Figure 8: Impact of GM on Consumers’ Intention to purchase Figure 9: Impact of GM on Consumers’ Purchase Behaviour List of Appendices Appendix A: Survey Research Questionnaire Appendix B: Interview Research Questionnaire References Chapter 1: Introduction 1.1 Research Background and Overview While a large amount of literature exists on the various advantages of Guerrilla marketing and also on the strategies and tactics related to this type of marketing, there has been little research on gauging the impact it has. Organizations indulge in viral marketing strategies with the objective of creating awareness for... This essay "Guerrilla marketing and advertising" outlines and analyzes the effect of the GM and its perception by the customers and the problems and opportunities that advertisers have with GM strategies. Guerilla marketing It is non-conventional as it does not confine itself to the regular media or channels of advertising and it uses content strategies that may be more creative or even bizarre. Guerrilla marketing, as it name indicates, largely draws parallels from the Guerrilla warfare strategies. In the case of Guerrilla warfare, the means of war are not straightforward and people do not fight by rules of conventional warfare. The element of surprise is used heavily to conduct short but highly forceful attacks on the opponents. In the same way, Guerrilla marketing follows the concept of surprise and taking the customer unguarded, and projecting the advertised content or message in a targeted manner when the customer least expects it or is least prepared to steal himself or herself against the impact (Tufel, 2004). The logic behind using the surprise element is that most customers being exposed to innumerous advertising messages throughout their day – through TV, the Internet, billboards, newspapers, pamphlets, in shop point of purchase displays etc. – are mostly able to immune themselves against these messages (Susca et al, 2008). There is too much clutter of advertising messages and customers can tune themselves out of the picture when plagued by a huge amount of information that impinges on their senses.

Understanding Organisations Essay Example | Topics and Well Written Essays - 1250 words

Understanding Organisations - Essay Example Understanding Organisations The firm was founded in 1903 by Henry Ford and since then it has manufactured a large number of commercial cars. Ford also manufactures luxury cars but they are marketed under the brand Lincoln. The chief executive of the company has taken measures since 2008 to simplify the fleet of all Ford cars across the world (Vlasic, 2008). The company has also shaped several automotive components. Ford Australia is an Australian subsidiary company of the original corporation. This subsidiary was founded in Geelong, Victoria in the early 1925. In May 2013 Ford president Bob Graziano has announced to cease the manufacturing process of the company in Geelong (Reuters, 2013). The industry for automobiles is highly competitive in nature in the current economic era. The establish firm of Ford has undergone certain losses since the last six years. The president claimed that the company’s manufacturing cost in Australia is extremely high when compared to that of Asia and Europe (News Geelong, 2 013). Thus, in order to reduce its costs and losses the company has decided to cease its operating plants in Geelong by 2016, as its fabrication in Geelong is not economically viable in the long run (Lambreth, 2007). The decision of Ford to cease its manufacturing unit in Geelong Australia may be actually beneficial to the economy of the country according to modernistic view (Goodwin and Wright, 2007). It is believed by many economists that the domestic economy of Australia would evolve as a result of the decision taken by Ford. Newscastle was another city that experienced a similar situation in 1999, when the city lost the BHP Steelworks. After BHP steel ceased its business in Newscastle, the city shifted its competences towards medical research, education and innovation. Thus the decision of BHP Steelworks was a blessing for Newscastle in 1999. It is thus felt that the people for Geelong should be optimistic regarding their future despite of experiencing a closure of Fords manufacturing and loss of employment opportunities. It is believed by the modernistic thinkers that this incident would help Geelong to carve new ways for improvements of in segments of the economy like academics and medical research. Though it is true that the loss of Ford business would render many individuals jobless but still according to the modern optimistic view the growth of other industries would surely generate more employment opportunities in Australia (Raschella, 2013). Environmental Impact The decision of Ford to cease its manufacturing division in Geelong would surely create a stressful atmosphere in its working environment. The closure of the factory was reported to cease 510 job losses in Fords Geelong engine plant (News Geelong, 2013). The president of the Australian branch of the company along with its CEO Bob Graziano stated that it was necessary to end the production unit of the company in Australia because the company faced a loss of almost $141 million in the recent financial years. Such situation would surely create an uncanny environment in the existing workplaces of the company. The existing workers would fear to lose their jobs in this crisis, when the company is facing severe financial instability. The employees would surely resist to the decision of manufacturing cease, as they would not want their jobs to be lost. Internal