Chair of Marketing

What is meant by guerrilla marketing?

Definition guerrilla marketing

“Guerrilla marketing is an umbrella term for unconventional advertisement campaigns which aim at drawing the attention of a large number of recipients to the advertising message at comparatively little costs by evoking a surprise effect and a diffusion effect. In this way, guerrilla marketing campaigns are highly efficient in terms of the ratio of costs and benefits.”

Guerilla Effect_01

Source: Hutter/Hoffmann (2011): Guerrilla-Marketing: The Nature of the Concept and Propositions for Further Research, p. 42. (Figure translated from German into English)