A. The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.

1.    Typically, guerrilla marketing campaigns are:

2.    Unexpected and unconventional

3.    Potentially interactive and

4.    Consumers are targeted in unexpected places

B. The objective of guerrilla marketing is to create a:

1.    Unique

2.    Engaging and

3.    Thought-provoking

4.    Concept

5.    To generate buzz, and

6.    Consequently turn viral

The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing.

C. Guerrilla marketing involves unusual approaches such as:

1.    Intercept encounters in public places

2.    Street giveaways of products,

3.    PR stunts

D. Any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize cutting edge mobile digital technologies to really engage the consumer and create a memorable brand experience.


Guerilla marketing as social activism

The TED prize is awarded annually to an exceptional individual who receives $100,000 and "One Wish to Change the World."

Currently pondering the earth-shaking possibilities is the newly announced 2011 Ted Prize winner, street artist JR. Anonymous by design, he creates guerilla works by plastering his giant portraits on Brazilian favelas and Kenyan villages. "JR embodies the many characteristics we look for in a winner: creativity, vision, leadership, and persuasion," wrote TED's Chris Anderson and Amy Novogratz in an e-mail explaining their rather uncoventional choice. "His photography is about unlocking the power of possibility, revealing our true selves to those who live around us, and sharing those stories far and wide."




Women are heroes – Kibera, Nairobi, Kenay – 2008



In 2007, with business partner Marco, he did “Face 2 Face,” which some consider the biggest illegal photo exhibition ever. JR and a grassroots team of community members posted huge portraits of Israelis and Palestinians face to face in eight Palestinian and Israeli cities, and on the both sides of the security fence/separation barrier.




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