As a tactic of dissent and political protest, appropriation artists use commercial and government images to critique power, by subverting the intended message and displaying their critique in public spaces. Appropriation activists are revolutionary subjects, graphic agitators, and rebellious bricoleurs who engage in the tactics of guerrilla semiotics, `subvertising,' fauxvertising and culture jamming, to expose advertising imagery as a system of ideology that manufactures identity, sublimates desire, and naturalizes the construction of race, class, and gender. Their tactics also indicate the attempt to reclaim public space to address the privatization of culture and the unequal access to cultural resources. The use of images and tactics of appropriation creates a more diverse array of voices in the public sphere and opens spaces for active participatory engagement with the public to address systematic asymmetries of power. The appropriation tactics and images used by Barbara Kruger, Jenny Holzer, and the Guerrilla Girls in the late seventies and eighties, for example, addressed the normalizing representations of gender, sexuality and identity in advertising and the idealized promises of consumption. In the late 1980s and 1990s, the Billboard Liberation Front, Adbsuters, Robbie Conal, and Shepard Fairey engaged in ideological warfare over the right to own, access, produce and display appropriated images. From billboards intended for commercial advertising to the display of `subvertisements' in magazines, and the un-commercials to promote Buy Nothing Day and TV Turn off Week, these activists confront the prevailing cultural apparatuses of meaning and the political economic structures that enable their power. To capture the cynical trendsetting demographic more resistant to traditional advertising, advertisers have co-opted the imagery, style and tactics of these artists. Their tactical strikes and visual style now convey hip, new, edgy and cool brand identities. Their images have also been commodified as commercial products and institutionalized art and have become fashion. As appropriation artists and advertising agencies engage in the same tactics and use the same visual style, the lines between art, appropriation and advertising have blurred and the public sphere overcome with a pastiche of visual codes. The dissertation traces the tactics of appropriation of Barbara Kruger, The Billboard Liberation Front and Shepard Fairey as exemplars of transgression and commodification within the changing commercial conditions of neo-liberalism. Their works, tactics and strategies are emphasized as points of insight into the practices and conditions of subversion as well as the limits of hegemonic containment that reproduces the political and economic structure within which they operated. The dissertation furthers and contributes to the theoretical and methodology of critical cultural studies as it emphasizes the role of the economy and ideology in reproducing the prevailing hegemonic order. Critical cultural studies hinges on the concepts of hegemony as lived discursive and ideological struggles over meaning and communication resources within historically specific and socially structured contexts. This framework emphasizes the poetics of appropriation - the use, meaning and spaces of articulation of visual representations with the politics - the socio-economic and discursive conditions that reproduce the dominant social order.

Introduction: One is under continuous influence of commercials and advertisements each day, it has reached to such a level that the end customer are blocking today’s channels. Therefore the authors of this thesis argue that mainstream marketing approaches are getting old, TV commercials and traditional advertisements are not as effective as it has been. For instance, in 1965 one could reach 80% of a mainstream target audience with three advertisements spots. Accordingly, in 2002, one needed 127 spots to reach the same percentage. Organizations need new ways to reach through the clutter in the market. Therefore, guerrilla marketing is interesting. The purpose of this thesis is to examine guerrilla marketing. Methodology: The authors wanted to examine the phenomenon of guerrilla marketing and therefore decided to use a qualitative approach to construct a deep and profound picture. In order to fulfill the purpose, the authors of this thesis conducted 7 interviews with profound respondents from both Sweden and the USA. Results: According to the empirical findings guerrilla marketing is a faster and more innovating way of marketing, which meets the end customer with new creative ways. Comparing to traditional marketing, guerrilla marketing creates attention with a smaller budget and can often result in free publicity in other media. Further the overall opinion of guerrilla marketing is positive, since a lot of the feedbacks for the different campaigns have been positive, although in some organizations guerrilla marketing could meet some criticism and conservatism. The connection between our empirical findings and the frame of reference is a fact; guerrilla marketing is very much about communicating a message using several senses to make sure that if will stay with the end customers. Although, initially smaller companies used guerrilla marketing but today it is clear that companies of all sizes can use it, it is more depending on the position in the market. To conclude, when the authors started the work on this thesis they were in the consensus that guerrilla marketing was a method or an approach, although today it is clear. Guerrilla marketing is more than that; it is a state of mind, openness to innovation and creativity within marketing. One can use it as a compliment to other traditional campaigns, in order to create word of mouth or publicity in other media.

<p>Introduction: One is under continuous influence of commercials and advertisements each day, it has reached to such a level that the end customer are blocking today’s channels. Therefore the authors of this thesis argue that mainstream marketing approaches are getting old, TV commercials and traditional advertisements are not as effective as it has been. For instance, in 1965 one could reach 80% of a mainstream target audience with three advertisements spots. Accordingly, in 2002, one needed 127 spots to reach the same percentage. Organizations need new ways to reach through the clutter in the market. Therefore, guerrilla marketing is interesting. The purpose of this thesis is to examine guerrilla marketing.</p><p>Methodology: The authors wanted to examine the phenomenon of guerrilla marketing and therefore decided to use a qualitative approach to construct a deep and profound picture. In order to fulfill the purpose, the authors of this thesis conducted 7 interviews with profound respondents from both Sweden and the USA.</p><p>Results: According to the empirical findings guerrilla marketing is a faster and more innovating way of marketing, which meets the end customer with new creative ways. Comparing to traditional marketing, guerrilla marketing creates attention with a smaller budget and can often result in free publicity in other media. Further the overall opinion of guerrilla marketing is positive, since a lot of the feedbacks for the different campaigns have been positive, although in some organizations guerrilla marketing could meet some criticism and conservatism. The connection between our empirical findings and the frame of reference is a fact; guerrilla marketing is very much about communicating a message using several senses to make sure that if will stay with the end customers. Although, initially smaller companies used guerrilla marketing but today it is clear that companies of all sizes can use it, it is more depending on the position in the market.</p><p>To conclude, when the authors started the work on this thesis they were in the consensus that guerrilla marketing was a method or an approach, although today it is clear. Guerrilla marketing is more than that; it is a state of mind, openness to innovation and creativity within marketing. One can use it as a compliment to other traditional campaigns, in order to create word of mouth or publicity in other media.</p>

<p>Background: A coming of age of a generation named Generation Y, which holds negative views on commercial messages, has resulted in the need of special marketing methods which are known to be more alternative. Guerrilla Marketing, being such a method holds beneath it Undercover Marketing which is another method and has the potential of reaching this generation.</p><p>Purpose: Our purpose is firstly to define a theoretical placement of Undercover Marketing, secondly to define the theoretical views on ethics regarding the mentioned term and thirdly to see if there is a future, a will, and knowledge for its usage within the Swedish community of marketing practitioners.</p><p>Method: The research for this thesis is done in a qualitative method through a series of interviews with four advertising firms and one freelance artdirector. The interviews were compared to each other and to the frame of reference during the analysis in order to create a more complete picture.</p><p>Results: In this thesis we have seen that there is a future in the use of Undercover Marketing as it can prove to be the only method able to reach Gen Y. However it must follow certain rules to succeed and companies must take certain factors into consideration prior to attempting a marketing campaign including this particular method.</p>

Background: A coming of age of a generation named Generation Y, which holds negative views on commercial messages, has resulted in the need of special marketing methods which are known to be more alternative. Guerrilla Marketing, being such a method holds beneath it Undercover Marketing which is another method and has the potential of reaching this generation. Purpose: Our purpose is firstly to define a theoretical placement of Undercover Marketing, secondly to define the theoretical views on ethics regarding the mentioned term and thirdly to see if there is a future, a will, and knowledge for its usage within the Swedish community of marketing practitioners. Method: The research for this thesis is done in a qualitative method through a series of interviews with four advertising firms and one freelance artdirector. The interviews were compared to each other and to the frame of reference during the analysis in order to create a more complete picture. Results: In this thesis we have seen that there is a future in the use of Undercover Marketing as it can prove to be the only method able to reach Gen Y. However it must follow certain rules to succeed and companies must take certain factors into consideration prior to attempting a marketing campaign including this particular method.

Práce popisuje hlavní principy a myšlenky guerrilla marketingu, jeho různé styly a odnože a rozdíly oproti marketingu tradičnímu. Důraz je kladen na rozdílnost přístupu a stylu myšlení. Součástí jsou i aplikace jednotlivých myšlenek nebo nástrojů guerrilla marketingu na reálné nebo hypotetické situace, doplněné rozborem případových studií.

Syfte: Syftet med studien är att analysera sambandet mellan digital gerillamarknadsföring och Word-of-Mouth (WOM). Design/metod/tillvägagångssätt: Data samlades in från 105 deltagare inom Generation Y som svarade på en enkätundersökning online. Resultat: Resultatet visar att det finns ett svagt samband mellan gerillamarknadsföring och WOM. Majoriteten av svaren visar en brist på intresse, vilket vi förklarar som ett tecken för reklamtrötthet i Generation Y. Studien tyder på att det finns en skillnad mellan produkter och tjänster, även om den inte är stor. Av alla reaktioner är ett passivt beteende märkbart. Forskningens begränsningar/implikationer: På grund av storleken på undersökningen och bristen på urvalsgrupper, kan inga generaliseringar göras. Resultatet syftar till att hjälpa till att fylla kunskapsluckor inom forskningsområdet för gerillamarknadsföring och WOM, därmed ämnar vi inte dra några generella slutsatser. Praktiska implikationer: Resultaten från denna studie ger vägledning för företag. Vi föreslår att företag inte ska förlita sig enbart på digital marknadsföring eftersom kunden idag inte är redo för att göra en sådan strategi effektiv. Originalitet/värde: Denna studie är den första att granska gerillamarknadsföring och WOM när det gäller skillnaden mellan produkter och tjänster, samt de olika typer av WOM gerillamarknadsföring genererar. / Purpose: The purpose of this study is to examine the relationship between guerrilla marketing and Word-of-Mouth (WOM), through analysing the differences between guerrilla marketing of product and services and what type of WOM it generates. Design/methodology/approach: Data were gathered from 105 participants of the Generation Y who responded to an online survey. Findings: Results show that there is a weak connection between guerrilla marketing and WOM. The majority of the answers showed a lack of interest in the marketing examples, suggestion a advertisement-tiredness in Generation Y. However, guerrilla marketing for services gave slightly higher response than marketing for products, and out of all the reactions a passive behaviour was noticeable. Research limitations/implications: Due to the size of the survey and the shortage in certain sample groups, generalisations cannot be made. Although, the findings aim to help fill in knowledge gaps in the research area for guerrilla marketing and WOM. Practical implications: The results of this study provide guidance for businesses in terms of not relying solely on digital marketing since the customer of today is not yet ready to make such strategy efficient. Originality/value: This study is the first to examine guerrilla marketing and WOM in terms of differences between products and services, and the different types of WOM it produces.

The diploma thesis deals with the social guerrilla marketing and its aim is to analyze the social guerrilla campaigns and to evaluate the suitability of the guerilla marketing for the social issues. The theoretical part describes marketing communications, new trends in communication, including guerrilla marketing, and also social marketing and social guerrilla marketing. The practical part includes the market research of guerrilla campaigns. The chosen campaigns are introduced and afterwards analyzed. Lastly, the suitability of this form of communication for the social issues is evaluated and the recommendations for future are suggested.

As consumers are getting better at avoiding the traditional marketing campaigns companies are using, it has become crucial for companies to differentiate their marketing. One way of doing this is to use guerrilla marketing, a marketing type more extreme, innovative and attention capturing than traditional marketing. The purpose of this thesis is to explore how the use of guerrilla marketing affects consumer behavior in terms of brand attitude, brand image and purchase intention. Moreover, the effect on Word-of-Mouth will be explored, as this is a crucial implication if the guerrilla campaign is to be perceived as successful. Based on marketing theories and consumer behavior theories, an experiment is conducted through a focus group seminar, to determine if guerrilla marketing campaigns are perceived as being more creative and credible than traditional marketing campaigns. Furthermore, these determinants are used as instruments to study the effect on brand attitude, brand image and purchase intention. The study is exploratory and the chosen method is a qualitative data collection. The findings indicate that guerrilla marketing campaigns affect all consumer behavior elements, studied in our thesis, more than their equivalent traditional marketing campaigns. Suggestions for further research include studying if there is a cultural difference in how guerrilla marketing is perceived.   This thesis may be useful in increasing companies’ understanding of the concept of guerrilla marketing and how this can be used in a successful way.

Background: Swedish consumers are daily bombarded with 1500 advertising messages. 22 percent of the Swedish people are avoiding all advertising in traditional media according to SIFO's research. To master this problem innovative methods are a necessity to reach consumers. Guerrilla marketing is such a method. Purpose: The purpose of this dissertation is to describe the components and the activities that asuccessful guerrilla campaign consists of. He purpose is also to examine the motives behind theseactivities, why they were chosen and what objectives they were supposed to accomplish. Theambition is to find success factors for guerrilla marketing that result in publicity and increasedrecognition. Limitations: The Swedish market where a collaboration between two companies, Miami GuerrillaMarketing (Miami) and Stena Line, has been examined in a case study. The case study focuses on two successful guerrilla campaigns, 2008 and 2009, which resulted in publicity and increasedrecognition. Method: Case study Conclusion: A number of factors that lead to successful guerilla marketing, which gains publicityand increased recognition, have been identified in this dissertation. These are to: chose a new marketing communications strategy, chock and surprise the customers, use the novelty effect,generate strong emotions, match the media selection with the target audience and use uncon-­ventional media. Suggestion for further research: Experiment of guerrilla marketing in combination with traditionalmarketing and also studies of the effectiveness of the method.