Guerrilla Marketing principlesAIDA model in Internet marketing communicationAs the literature review shown, three elements of innovate marketing was identified as the most important principles for non-traditional marketing. Advertising Press on Your Side Creating a BIG Promotion Tutorial Unique Ideas Promotion Articles Online Tools This is our article database. O prezentare animata si atractiva, care va rula pe un ecran de calculator la standul companiei dumneavoastra sau in timpul expunerilor pe care le faceti la o conferinta, actioneaza ca un agent de vinzari virtual. In plus, un astfel de mini CD elegant nu este ratacit atat de usor de catre cei care il primesc precum cartile de vizita obisnuite si cu siguranta va fi aratat mai departe si altor persoane. These elements are: a high degree of innovation and originality, divergent thinking and risk taking. Rich portfolio, good prices, hosting, important refferences, order on-line!, advertising, internet, outdoor, media, publishing, TV, commercials, promotion, romania, romanian, Bucharest, poster, promovare, reclama, campanii media, campanie, companie, company, network, franchising, communication, banner, baner, banere, piata, market research, marketing, professional, romanian advertising company, studii de fezabilitate, promovare, investitie, investment, marketing campaigns, marketing campaign, international advertising, eastern europe advertising company, indoor, trade publications, advertising rates, ce ofera gama completa a serviciilor profesionale de reclama si marketing pentru companiile romanesti si straine ce doresc sa atinga pozitia de leader pe piata romaneasca. By comparing this definition to variety of guerrilla marketing definitions available online a set of common elements may be found as the ground of the guerrilla marketing. By fulfilling the goal of internet marketing, to satisfy customers in profitable way by using Internet and other digital channels, the business objectives transformed into marketing activities of the company can be reached by combining the characteristics of the traditional marketing and internet marketing with elements of effective marketing communication models. Following diagram shows how the AIDA model may be used on Internet.Image 9 AIDA model in Internet marketing, Vit Horky Guerrilla Marketing PrinciplesBy contrasting from the various definitions of guerrilla marketing which only identifies the main elements of guerrilla communications like unexpected, drastic or cheap, the author of this research adopts definition of Guerrilla Marketing of Alexander Reidl, former marketing director of Volvo Cars Middle East.
According to his thoughts there is a set of six characteristics that every guerrilla campaign has to fulfil. There are many ways how to catch interest of people by putting usual objects to unusual places or using usual objects in unusual time.
Therefore, the marketers may use such situation to attract the visitor, on Internet in particular, to receive a message which contains the marketing message.Guerrilla marketing trades effort for money (Krawder, 2009)Very important fact is that unexpected campaign can be taken negative by the target audience eventually.


The marketer should build the campaign in such way that will minimize the negative effects of the element of surprise in the campaign as a part of the Attention phase, the first phase of AIDA model.
A process of segmentation and proper profiling of target audience can be identified as one of the most important part of preparation for building a guerrilla campaign which use the moment of unexpectedness effectively.DrasticA word "drastic" is defined by Oxford Dictionary as having a strong or far-reaching effect (Oxford Dictionary, 2009) . Any guerrilla marketing campaign should work with a form of drasticity in order to reach maximum relevant target audience. The element drasticity enables the marketer to reach large number of message receivers without necessarily large marketing budget. It is the element that may significantly help the campaign to be cost-effective with high degree of Attention and Interest element. The negative aspect of any form of drastic behaviour is that the marketing message can be automatically rejected of the target audience, or its part, because it can assess the campaign as impolite or strongly negatively affecting their individual values.HumorousHumorous effect in the marketing communication helps to diminish the barriers between the sender and receiver, the business organisation and the customer respectively. Moreover, entertainment in the marketing communication can significantly increase the efficiency of the campaign by reaching larger number of receivers.
Humorous effect is in promotion and marketing communication difficult to create however by looking at the video coverage of chosen guerrilla campaigns in the end of this section as a part of this work shows that the effect is in guerrilla campaigns is commonly used. The humorous aspect is also one of those that differentiate the campaign from most of others.
However, as the secondary research indicates, many so called guerrilla marketing campaigns have not proved that humour was one of the elements of the campaign. According to the research can be stated that those guerrilla marketing campaigns that contains the effect of humour reach more receivers and helps to create interest.
Humour is used commonly in viral marketing campaigns distributed over Internet uncoordinated by the Internet users.One shot gameOne shot game, meaning that the guerrilla marketing campaign is performed only in strictly limited period of time, indicates that the receivers of the guerrilla messages understand that the campaign is only temporary the concept should not be used again on the same market.


This aspect has in Internet marketing great importance because variety of interactive tools and techniques can make long-term guerrilla campaign for users that will be allowed to see the campaign only temporarily.
The objective is to create rumour, buzz effect and immediate impact on target group but still keeping the budget tight. This means: creativity, innovation and saving processes come necessarily to place in the marketing planning. The large number of internet users and technical accessibility of the Internet content indicate that the impact of any guerrilla marketing campaign can be large and therefore the cost of the guerrilla campaign highly depend on the planned targeted segments to be reached and type of the guerrilla marketing campaign. When a customer buys a laptop in a store, he pays for his own benefit to work and communicate anywhere. He gets benefit immediately because he purchased the laptop and opened it up in his car and started immediately to use it. However, the customer benefit may be less visible when another customer is travelling to her office by tram and she is exposed to several numbers of billboards, big boards, light boards or flyers during the way. The benefit for her can come at the time she uses the business message from an advert for her own benefit by purchasing new laptop for 25% discount for example than in the store where she was planning to buy it. However, for those people who do not need any of the products and services aggressively communicated in most of the advertising places outside the benefit is very difficult or even impossible to find.Guerrilla marketing campaign should always give the target audience something that will make them feel richer or satisfied. The literature review revealed that those campaigns that use creativity and innovation which build trust and self-satisfaction of the customers may significantly help to efficiency of the marketing campaign.



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