Associate Professor, College of Management and Computer Applications, Teerthanker Mahaveer University, Moradabad-UP, India. E-mail: paritosh31@gmail.com
The world of marketing is very dynamic and ever changing. It keeps on changing its presentation style and continues searching for innovative methods to reach its target audience. Advertising is an education business, and its main task is to educate customers about new products, offers, services and related information. The traditional methods have kept the entire system occupied, busy and costly. Markets today are changing fast: price-sensitive customers, new competitors, new distribution channels, new communication channels, the Internet, wireless commerce, globalisation, deregulation, privatisation, etc., the list goes on. It is not only markets that are changing but technologies that support them, such as e-commerce, e-mail, mobile phones, fax machines, sales and marketing automation, cable TV, videoconferencing, etc. are also changing. It is imperative that companies think through the revolutionary impact of these new technologies.
This paper highlights the much cheaper style of reaching out to customers. Traditional advertising methods are very costly for any start-up company. This paper will explain the concept of guerrilla marketing, which experienced increasing importance since more and more businesses demand practice-oriented solutions for short-term results. In times of globalisation, the competitive pressure is high and the free market economy is tough. Marketing has to carry out more and more tasks with tight budgets. Thereby it is a thin line between annoying and attracting customers. Guerrilla marketing is the real solution to meet this demand of tight budget and right approach.
Guerrilla Marketing, Low Cost Advertising, Advertising Expenditures
