Guerrilla marketing as a tool of marketing comminication: A study on guerrilla marketing campaigns applied in Turkey

Developing market conditions and consumer wishes and expectations lead businesses to perform more effective activities. Guerrilla marketing, which is both a low-cost and an impressive technique, has emerged as traditional marketing has lost its effect in today's conditions. Guerilla marketting is a sensational technique which prevents the competitors to immitate themselves due to the methods they use and creates a tremendous impression by low costs and affects consumers through creative methods. The purpose of this study is to present recomendations that can be compared by marketing managers by examining the examples in businesses using guerrilla marketing. It is also aimed to contribute to the literature of marketing communication in the light of the findings and to guide the future studies. In the first and second part of the study, the literature review on "marketing communication", "integrated marketing communication" and "guerrilla marketing" concepts was conducted and these concepts were explained in detail. In the third section 30 marketing campaigns conducted by using guerilla marketing technique in Turkey were analyzed and case analysis was conducted. Following the case analysis, experts ideas were asked and the guerilla marketing campaigns in the study were evaluated by experts in terms of "creativity", "effectiveness" and "cost".