Gerillareklam - överraskande effektivt: En jämförelse mellan gerillareklam och traditionell reklam

Detta är en D-uppsats från Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

Sammanfattning: The consumer of today is bombarded by an increasing number of commercial messages, which makes it harder and harder for brands to cut through the clutter. Because of this, new methods are developed and introduced to the market every day. One of the most widely discussed of these methods is guerrilla advertising. Even though the method has received numerous praises there are not any academic proofs supporting these arguments. The authors, of this thesis, have examined if guerrilla advertising is more or less effective compared to traditional advertising and what the reasons for the result are. A large number of campaigns from different brands have been compared in a survey with hope of making an exciting and meaningful contribution. The results show that guerrilla advertising is significantly more effective, than traditional advertising, when it comes to creating positive advertising attitude and brand attitude. The authors also found that the intentions to talk about the brand and its advertising as well as the buying intentions were far greater when guerrilla advertising was used. The strongest contributing factors were creativity, entertainment, interestingness and surprise. Worth noticing is that guerrilla advertising, even though it is more effective, also was perceived as more disturbing, illegal and unethical.

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