Ambient advertising as a guerrilla marketing implementation: The comparison of traditional and ambient advertising in terms of effectiveness

Changing market conditions and consumer choices push businesses to conduct more effective marketing activities. In this context, along with the start of the lose of the traditional methods' effects, some marketing methods which are both more effective in terms of cost and more productive with regards to communication activities conducted have emerged. One of these methods is guerrilla marketing. Guerrilla marketing is an umbrella term in which employs untraditional marketing methods and encompasses all kinds of marketing activities which are low-cost, able to surprise consumers, creative and unusual. In this study, ambient advertising concept which is one of the implementation areas of guerrilla marketing was examined. Ambient advertising is a creative and unusual advertising form which makes use environmental elements that consumers interact with to convey advertising messages and renders these elements meaningful in terms of advertising. Quantitative research method was adopted in this study and the data were collected with questionnaire technique. In this study, a comparison of advertising effectiveness was conducted between a creative advertising published in a traditional media and an ambient advertising and consumers' attitudes towards these advertisements were examined in terms of variables of gender and general believes towards advertisements. As a result, it was found that there are some differences between traditional and ambient advertising in terms of effectiveness.