Guerilla Marketing Practices of Advertising Agencies: An Analysis on Turkey Case

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dc.authorwosidLevi, Eser/JKI-0912-2023
dc.contributor.authorDahan, Gresi Sanje
dc.contributor.authorLevi, Eser
dc.date.accessioned2024-07-18T20:52:01Z
dc.date.available2024-07-18T20:52:01Z
dc.date.issued2012
dc.departmentİstanbul Bilgi Üniversitesien_US
dc.description.abstractThis study investigates guerrilla marketing, the approach which uses media unpredictably or unpredictable places as media in order to attain consumers' attention. The study defines guerrilla marketing as a marketing communication approach that is financially suitable for every type of company and communicates with the consumer through interactive activities as well as distinctive media usage. As for the implementation of guerrilla marketing, two media planning pattern is considered. First pattern is mini-media planning that includes guerrilla PR, word of mouth, out of home and internet; second pattern is maxi-media planning that covers vehicles of mass media. Since advertising agencies have influence on the promotional activities of the advertisers, the agencies are examined in the research part of the study. The research tries to answer which guerrilla marketing activities are suggested by the agencies and in what frequency. As for the result, it is found out that advertising agencies approach to guerrilla marketing differ depending on the medium and the type of the activity.en_US
dc.identifier.endpage47en_US
dc.identifier.issn1302-633X
dc.identifier.issue42en_US
dc.identifier.startpage37en_US
dc.identifier.urihttps://hdl.handle.net/11411/8459
dc.identifier.wosWOS:000409672400004en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.language.isotren_US
dc.publisherIstanbul Univen_US
dc.relation.ispartofIstanbul Universitesi Iletisim Fakultesi Dergisien_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectGuerrilla Marketingen_US
dc.subjectMini-Media Planningen_US
dc.subjectMaksi-Media Planningen_US
dc.titleGuerilla Marketing Practices of Advertising Agencies: An Analysis on Turkey Case
dc.typeArticle

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