term paper Guerrilla marketing in PR activities
Replenishment date: 29.01.2013
Content: partizanskiy_marketing.zip (1.33 MB)
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Description
Course work
"Guerrilla marketing in PR activities"
Department of Social and Political Sciences
This work contains a term paper on 35 sheets and 1 essay sheet in MS-WORD format.
The table of contents has auto-links to work pages.
1. What is guerrilla marketing?
The term "guerrilla marketing" (guerrilla marketing) was coined in 1983 by the American marketer Jay Conrad Levinson (creator of the "Marlboro cowboy" image). Initially, "PM" was conceived as a survival course for small organizations forced to compete with large "sharks of the market". That is why Levinson used military terminology to describe his ideas. The author borrowed the term "guerrilla" from military affairs, where he is used to wage war by small detachments that do not have heavy weapons - to draw an analogy with small and medium-sized businesses, whose advertising budget is small, so that the company cannot afford expensive ways of promoting.
Table of contents
INTRODUCTION 3
1. What is guerrilla marketing? 4
2. The device of guerrilla marketing technology 6
Act 1. Research 6
Act 2. List of benefits 7
Act 3. Choice of Marketing Means 7
Act. Plan development 7
Act 5. Drawing up the calendar 10
Act 6. Search for partners 10
Act 7. Start of Attack 10
Act 8. Conducting an attack 11
Act 9. Observation 12
Act 10. Improvement 12
"Debriefing" (After action review - AAR) 13
3. What is meant by standard advertising? 17
4. Examples of Guerrilla Marketing 22
CONCLUSION 34
list of used literature 35
the work was completed in 2010
"Guerrilla marketing in PR activities"
Department of Social and Political Sciences
This work contains a term paper on 35 sheets and 1 essay sheet in MS-WORD format.
The table of contents has auto-links to work pages.
1. What is guerrilla marketing?
The term "guerrilla marketing" (guerrilla marketing) was coined in 1983 by the American marketer Jay Conrad Levinson (creator of the "Marlboro cowboy" image). Initially, "PM" was conceived as a survival course for small organizations forced to compete with large "sharks of the market". That is why Levinson used military terminology to describe his ideas. The author borrowed the term "guerrilla" from military affairs, where he is used to wage war by small detachments that do not have heavy weapons - to draw an analogy with small and medium-sized businesses, whose advertising budget is small, so that the company cannot afford expensive ways of promoting.
Table of contents
INTRODUCTION 3
1. What is guerrilla marketing? 4
2. The device of guerrilla marketing technology 6
Act 1. Research 6
Act 2. List of benefits 7
Act 3. Choice of Marketing Means 7
Act. Plan development 7
Act 5. Drawing up the calendar 10
Act 6. Search for partners 10
Act 7. Start of Attack 10
Act 8. Conducting an attack 11
Act 9. Observation 12
Act 10. Improvement 12
"Debriefing" (After action review - AAR) 13
3. What is meant by standard advertising? 17
4. Examples of Guerrilla Marketing 22
CONCLUSION 34
list of used literature 35
the work was completed in 2010
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