Prévot, A. (2009). Effects of Guerrilla Marketing on brand equity. Available at SSRN 1989990.

From Digital Culture & Society

Contents 1 Context 2 Overview 3 Strengths and Weaknesses 4 Assessment

[edit] Context

Guerilla Marketing is a form of advertising that aims to gain the most amount of publicity through the lowest amount of cost for the company. There are a number of positive benefits with guerilla marketing, as stated previously, the low cost, maximum exposure, etc. so it is obvious as to why every major company has implemented this tactic in their marketing throughout their history.

[edit] Overview

The article by Prevot aims to analyze the effect on a brand’s equity in the perspective of the consumer when it comes to guerilla marketing. Throughout the article, Prevot made it clear that the way the consumer views the advertisement, positive or negative, depends on how they are being marketed to, and the platform that is being used to market.

[edit] Strengths and Weaknesses

There are a number of strengths throughout the article. First, the author did a literature review of other findings from different scholars in his article. This allowed the author to analyze other academic’s work and use them to his advantage while trying to demonstrate the effectiveness of guerilla marketing. Another strength in the article is that the author gives three examples of very successful guerilla marketing campaigns done by different companies. As a reader it shows that the point that the author is trying to make, which is that guerilla marketing is effective, is actually true. There is one weakness in the article. More research can be done to analyze guerilla marketing effects on business to business markets to show how it can impact that industry positively

[edit] Assessment

Overall, the article examines the effect that guerilla marketing has on the consumer. The author’s findings show that this form of marketing has a positive impact on customer’s perceptions which means that guerilla marketing works when it is used to market to consumers correctly and when the marketing is on the correct medium.