Bachelor-Arbeit Univ. St. Gallen, 2007.

Zugl.: Wien, Fachhochsch., Diplomarbeit, 2006.

Master's thesis deals with guerilla marketing as one of the innovative ways how to promote. The theoretical part describes main characteristics and situation in the Czech Republic (including legislative regulation related to this topic and examples of campaigns). The practical part focuses on guerilla and its use in culture events like film, music festivals or books. It analyses a few campaigns, evaluates relevance of using this instrument and tries to find out what these campaigns have in common and what is different. Culture is creative and successful campaigns should be creative as well, which is confirmed by analysis.

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The publication shows summary of the historical development of marketing and the latest marketing methods of 21st century. This work assesses households' access to selected information and communication technologies, and proposes a business opportunity in the area of multimedia.

The first part of this thesis is devoted to the theoretical definition of marketing, marketing communications, and the very concept of guerilla marketing and its historical development. The following sections describe the various forms of guerilla marketing that are demonstrated in foreign, as well as Czech campaigns. The practical part is devoted to developing a communication campaign with the internet portal Posilka.tv, which was created and implemented by an advertising agency nWave s.r.o., using theoretical knowledge from the previous sections and thus offering their practical application.

The objective of the diploma thesis is to find out the general utilization of Guerilla Marketing. It focuses particularly on attitudes of companies and customers dealing with this nontraditional form of marketing communication. Finally it compares these attitudes with utilization of traditional forms of Communication Mix. The theoretical part focuses on history of communication, communication process, traditional communication mix, guerilla marketing and their mutual comparison. It is followed by practical part, which focuses on knowledge of approaches and utilization of guerilla marketing in six interviewed companies of different fields and sizes. Attitudes of consumers on traditional forms of marketing communication are derived from the secondary research, based on MML -- TGI data. The secondary research is followed by the primary research., which finds out the approach and the knowledge of guerilla marketing of customers. It compares this approach with their knowledge of traditional communication mix. The questionnaire was distributed through email to 200 consumers in total and was evaluated by 168 customers. The diploma thesis is concluded by complete evaluation, which at first highlights the effectivness of utilization of traditional advertising in television in the near future. Aditionally it takes in consideration opportunities of internet and social networks future and integration of guerilla marketing into the traditional forms of promotion. In conclusion author suggests few recommendations for companies, who want to use guerilla marketing in the future.

Inledning: En förväntning är en sinnesstämning som människor känner kring något eller någon innan de kommer i kontakt med objektet. Detta grundar sig i många fall i en positiv känsla över hur något kommer att bli och har vissa krav som den ämnar leva upp till. Varje dag utsätter människan sig för situationer där förväntningar skapas. Förväntningar kan även mätas innan, under, samt efter någonting utförts. Du kan till exempel gå in med en rad förväntning innan du utför ett uppdrag vilka självklart hänger med genom hela processens gång. Under en kampanj kan det kännas att det matchar exakt dina förväntningar eller kanske skiljer sig markant. Under själva processen är det även vanligt att nya förväntningar uppkommer. Efter själv uppdraget känns det ofta som att förväntningarna är uppfyllda eller inte. Vid utförandet av en kampanj kan företaget leverera en väldigt bra kampanj som uppfyller många krav, men det var inte som kunden hade förväntat sig och således medför det en negativ påverkan på förväntningarna. Kampanjen kan även slå snett och således direkt påverka kundens förväntningar till de sämre. Eller så är kampanjen inte speciellt bra, men det var mer än vad kunden hade förväntat sig och således blev deras förväntningar överträffade. Gerillamarknadsföring syftar till att utföra en okonventionell marknadsföringskampanj som står ut från de normala normer och regler som följs i traditionell marknadsföring. Syftet är att utföra en jämförande studie av de utvalda fallkampanjerna för att ta reda på om intervjuobjektens förväntningar stämmer överens med resultatet. Metod: En kvalitativ forskningsansats har valts för just denna studie då det syftar till att undersöka och studera hur förväntningar i våra fallkampanjer stämmer överens med deras resultat. Vår studie tar sin utgångspunkt i en icke-dualistisk ontologi med ett det abduktiva förhållningssättet. Tre stycken gerillakampanjer har granskats och för insamlingen av det empiriska materialet har semi-strukturerade intervjuer och telefonintervjuer tillämpats.    Resultat: Det visade sig att alla aktörer i samtliga kampanjer fick sina förväntningar uppfyllda eller överträffade, detta beror på att dem alla gick in i kampanjerna med olika erfarenheter och krav på sina förväntningar. Det går även att avläsa att alla är nöjda med gerillamarknadsföringens genomslag och kommer att använda sig av detta igen. / Introduction: An expectation is a frame of mind that people feel about something or someone before they are in contact with the object. This takes ground in a positive feeling over how something is going to be or demands they will live by. Every day people are exposed for situations when expectations are created. Expectations can be measured before, under and after something is completed. You can build up a range of expectations before you complete a mission, which is a given through the whole process. During the campaign it can feels like it matches your expectations or maybe distinguishes significant. During the process it is usual that new expectations discovers. After the mission you can see if the expectations was satisfying or not. Throughout the campaign the company can either deliver a splendid campaign that satisfies many demands but it wasn´t anything that the customer expected and therefore it had a negative effect on their expectations. The campaign can also turn out awry and directly affect the customer’s expectation for the worse and on the other way, the campaign can turn out not so good and still be more then the customer expected. This will result in that the customer’s expectations were exceeded. Guerrilla marketing aims to perform an unconventional marketing campaign that stands out from the social norms and rules, which are followed, in traditional marketing.   The purpose is to accomplish a comparative study of selected cases campaigns to find out if the interview objects expectations are consistent with the results. Methodology: A qualitative research approach has been chosen for this particular study as it aims to investigate and study how the expectations in our campaigns agree with their results.  Our study take it´s ground in a non-dualistic ontology with the abductive approach. Three guerrilla-campaigns have both been criticized and we have used semi-structured interviews and telephone interviews to collect empirical data.    Results: It turned out that all participants in the campaigns got their expectations filled or exceeded, this can be since every participant entered the campaign with different experiences and demand on their expectations. It is also accessible to see that everyone is pleased with the effect of guerilla marketing and will use it again.