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Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising

Author

Listed:
  • Canan Ay
  • Pinar Aytekin
  • Sinan Nardali

Abstract

Problem statement: Companies attempt to reach private worlds of consumers and give them memorable experience with their brands by using guerrilla marketing tools. Guerrilla advertising, which is one of the guerrilla marketing tools, usually attracts the attention of consumers but sometimes irritates and annoys the consumers and even breaks the law. Approach: The study determined these ethical aspects by evaluating different guerilla advertising strategies of the companies. A critical assessment of the printed and visual discoursed of guerilla ads were made in this context. Results: The assessment indicated that there are some ethical problems about guerrilla advertising implementations. Especially the ads, which include fear-appeal, may irritate people. Also, distraction of attention in traffic is the other important ethical problem. Conclusion/Recommendations: These kinds of guerrilla ads may reduce the effectiveness of advertisements in general and dislike of a company’s ad may lead to biased reactions towards future advertisements. Ethical, legal and societal boundaries must be considered in guerilla advertising strategies. In sum today’s marketers have to take greater responsibility for the negative impacts of the practices of guerilla advertising.

Suggested Citation

  • Canan Ay & Pinar Aytekin & Sinan Nardali, 2010. "Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising," American Journal of Economics and Business Administration, Science Publications, vol. 2(3), pages 280-286, September.
    • Handle: RePEc:abk:jajeba:ajebasp.2010.280.286
    DOI: 10.3844/ajebasp.2010.280.286
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    Citations

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    Cited by:

    1. Mai, Robert & Hutter, Katharina, 2014. "Non-Linear Effects of Absurdity in Advertising," EconStor Preprints 96480, ZBW - Leibniz Information Centre for Economics.
    2. Ludmila Navrátilová & František Milichovský, 2015. "Humour in Experiential Marketing Campaigns and its Perception by Czech University Students," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(2), pages 587-593.
    3. Yüksekbilgili, Zeki, 2014. "The Use of Guerilla Marketing In SMEs," MPRA Paper 54385, University Library of Munich, Germany.
    4. Marius Sebastian RÜCKER, 2017. "A Critical Evaluation of the Influence of Creative Thinking on Marketing Creativity," Expert Journal of Marketing, Sprint Investify, vol. 5(1), pages 10-16.
    5. Iva BULJUBAÅ IĆ & Marija HAM & Ana PAP, 2016. "Factors Influencing The Implementation Of Unconventional Marketing In Cultural Institutions €“ Evidence From Croatia," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 63(2), pages 247-272, July.
    6. Hutter, Katharina, 2014. "Unusual Location and Unexpected Execution in Advertising: Content Analysis and Test of Effectiveness in Ambient Advertisements," EconStor Preprints 97306, ZBW - Leibniz Information Centre for Economics.
    7. František Milichovský, 2013. "New Tools for Effective Marketing Communications," Acta Universitatis Bohemiae Meridionales, University of South Bohemia in Ceske Budejovice, vol. 16(1), pages 35-43.
    8. Buljubašić Iva & Ham Marija & Pap Ana, 2016. "Factors Influencing the Implementation of Unconventional Marketing in Cultural Institutions – Evidence from Croatia," Scientific Annals of Economics and Business, Sciendo, vol. 63(2), pages 247-272, June.

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