GUERILLA MARKETING & SOCIAL CAUSE: HOW GUERILLA MARKETING HAS BEEN EFFECTIVELY USED TO CREATE SOCIAL AWARENESS IN THE WORLD

Abstract

Based on the theory of Darwin - “survival of the fittest", every other company in the modern day scenario is using latest and innovative methods to increase its brand value in the minds of the consumers and one amongst the technique is guerilla marketing, invented by father of guerilla marketing Jay Conrad Levinson. According to him guerilla marketing was initially framed for small companies to make their presence felt among the bigger players without spending a huge amount of money in advertisements. In this technique of marketing, out of the box ideas are used to create an impression on the minds of the people about their goods or products. This leads to a lot of different guerilla marketing campaigns by the smaller companies to make their presence among the bigger players in the concerned industry. The kind of reach this technique achieved, made the bigger players as well to use this method for their products to reach to their consumers. Some of which got clicked and some have failed. Apart from these profit minded and money making business houses, guerilla marketing as a technique is also used by various nonprofit organizations, advertising agencies and even by individuals to convey their message relating to a cause. Which indeed has given them a enormous attention and positive response towards their campaign.