Guerrilla marketing is an advertisement strategy concept designed for businesses to promote their products or services in an unconventional way with little budget to spend. This involves high energy and imagination focusing on grabbing the attention of the public in more personal and memorable level. Some large companies use unconventional advertising techniques, proclaiming to be guerrilla marketing but those companies will have larger budget and the brand is already visible. The main point of guerrilla marketing is that the activities are done exclusively on the streets or other public places, such as shopping centers, parks or beaches with maximum exposure.
The term and concept were first described by Jay Conrad Levinson in his 1984 book ‘Guerrilla Marketing.’ Traditional advertising media channels such as print, radio, television, and direct mail are falling out of fashion, forcing marketers and advertisers to look for new strategies to get their commercial messages to the consumer. Guerrilla marketing tries to create surprising and memorable experiences for potential consumer, to increases the likelihood that will tell their friends about it and via word of mouth.
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The Daily Omnivore 