Every day consumers are bombarded with different marketing messages from all possible directions. At the same time consumers starts to actively and consciously avoid these messages. Therefore, marketers have to start thinking outside the box and find new ways to get consumers' attention. One of these methods is called guerilla marketing. The strength of guerilla marketing is its way to be unexpected and unusual. In comparison to traditional marketing guerilla marketing many times is less expensive, but requires however, more energy and creativity. This thesis aims to examine the effectiveness of guerilla marketing in comparison to traditional marketing. Is it worth to spend the extra energy and time it may require? The survey was conducted in the form of a case study of Karlstads studenttidning (Karlstad student newspaper). In the first part of the case study traditional marketing activities was used to market the newspaper, and in the second part guerilla marketing. To make the survey measurable both promotional activities was designed to attract target audience to visit Karlstads studenttidning`s website. The results then got analyzed by site visitors and traffic sources with the help of a web analysis tools. The results were then compared with each other, and second, with periods of no advertising implemented. The main conclusions of this thesis are the result of guerilla marketing and traditional marketing were very similar when it came to the site's visitors. Guerilla marketing, however, gave a more direct result than the traditional. It was also concluded that both marketing types increased the number of visitors on the website site remarkably in comparison with periods when no promotional activity carried out.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:kau-5699 |
| Date | January 2010 |
| Creators | Johansson, Mikaela |
| Publisher | Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
Page generated in 0.0014 seconds