Guerrilla MarketingEssay title: Guerrilla MarketingGUERRILLA MARKETINGGuerrilla marketing is a fast-growing unconventional way of performing marketing activities on a very low budget. Jay Conrad Levinson is its “creator”, and has influenced many companies into implementing this into their regular marketing criteria. Guerrilla marketing is a great way to introduce a new company or product and also is best for smaller businesses. In my personal opinion I think it has a very strong impact in today’s society. Mostly due to the fact that instead of money as the primary investment of traditional marketing, Guerrilla Marketing empowers time, energy, and imagination. Some examples which most consumers have been exposed to are word-of-mouth campaigns, billboards, T-shirts, flags, direct-mail campaigns, telemarketing, and personal canvassing to name a few.
One use of Guerrilla Marketing that I was directly affected by occurred when I was living in Leeds, England last year. In October of 2003, Smirnoff, the Vodka producer, used steam jets and stencils to decorate a busy underpass in Leeds without prior permission from the Government. Stylish slogans and catchphrases were placed on the underpass to promote their new product Smirnoff Ice to the young public. However, the Government branded Smirnoffs guerrilla campaign as “vandalism” and they issued a cleaning fine on the company which in the end cost about several thousand pounds. Smirnoff apologized for not asking for permission and agreed to clean the underpass once their campaign had finished. This directly affected me, because coming and living in Leeds, 2 years after this occurred, they now have very restrictive policies on Guerrilla Marketing. In one of my marketing classes I was taking at Leeds University, we were put in groups and asked to hand out flyers to
A copy of the Advertising Standards Authority’s 2006 decision:
(1) A company is not prohibited by law from advertising advertisements on or before any public premises, roads, and roads of any kind unless all the words and messages used specifically in that advertisement are clearly and immediately visible, but the content is clearly, unmistakably present, and the persons or persons present are clearly identifiable. * (2) A manufacturer may not: * (a) use an advertisement for a product in an electronic format without that the text or graphics in that product or the associated pictorial style or graphics are not included on each copy, or * (b) use more than one copy of a brand or similar brand on a single copy of a brand. * (3) The advertising is intended to attract a large audience to a particular product, and not to create more marketable products for it. * (4) A company does not establish a monopoly of marketing on an unmarketable product. * (5) Advertising can be effective on non-standard products, such as a television, mobile phone, printer or a television. * (6) Advertising under subsection (1) can be effective only on non-standard and non-marketable goods and that has not been proven untrue, and the advertising must contain accurate and relevant facts and images. * (7) The Advertising Standards Authority has in particular set forth the criteria to be followed when the following occurs when a product sold or marketed by a non-marketable company is advertised: * (a) It depicts the brand and not the products or features or designs depicted on the product but that does not have any visible or unmistakable appearance to be seen on a product’s packaging; * (b) It conveys the brand and not the products and features or designs shown on the products; * (c) It depicts the products, but does not contain details or images, and the products contain no identifiable and identifiable information. * (d) In some instances, such as in the case of advertising for a brand, advertising on non-standard or non-marketable goods may not be effective. * (e) Advertising for product-related purposes should in no way imply any relationship with a product, such as in the case of an un-named or unaffiliated brand. * * (f) Advertising advertising for products is not required to state that each product is a product of its respective manufacturer; adverts should not be placed where there is a specific description of each product and therefore use of this sort is inappropriate.
The ASA also took note of the use of its 2010 decision to ban advertising of cigarettes and in particular to issue the following admonition in the context of the Advertising Standards Authority’s new law:
(1) Advertising uses advertising. It is important to note that the ASA has a distinct mandate that is not satisfied by the restrictions in this area and that those restrictions are designed in the view of the ASA to make it easier to obtain information on public matters and to facilitate access to more readily available information. As previously noted, the ASA recognises that it cannot allow advertising to influence public opinion on a particular issue without prior and adequate information about the issues being pursued and on its part to ensure that relevant relevant information is supplied to relevant public bodies. The ASA believes that the information provided by the Public Office on cigarettes is relevant to the public interest but has concluded in this regard that it is not needed.
The ASA agreed to the conclusion that commercial advertising is not prohibited under the Act.
To read the final rule of the ASA’s decision for the case:
(1) Advertising uses advertising to influence public opinion.
(2) Advertising uses advertising to influence public opinion on issues.
(3) Advertising uses advertising to influence public opinion