The efficiency of Guerilla Marketing in different age groups

Szigethy Fanni (2023) The efficiency of Guerilla Marketing in different age groups. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

Today, we are constantly confronted with communication messages. The noise of advertising is becoming more and more intense, with market research data showing that a Hungarian person can be exposed to 3-5 thousand advertising messages a day. It is no wonder that, in addition to the traditional tools, more and more innovative techniques are being used to get our attention, to arouse our interest and to win our trust in order to make us buy. Innovative tools such as Web 2.0 communication, search engine marketing, guerrilla marketing and its main types such as viral marketing, ambient marketing and ambush marketing are very popular. In recent years I have come across more and more guerrilla marketing advertisements that have given me mixed emotions, such as amazement, fear, laughter and joy. My goal is to gain a deeper understanding of the potential and power of guerrilla marketing. In my thesis, I will first introduce the main theoretical aspects of these new communication channels, focusing on guerrilla marketing and its rich toolbox. Then, I will use the results of my two-pronged primary research to conduct a deeper analysis. On the one hand, I measured people's perceptions of guerrilla advertising through an online survey.I'm going to examine the effectiveness of guerilla marketing between the younger and older generation.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	consumer behaviour, consumers' preferences, guerilla marketing, marketing strategy, strategy, traditional marketing
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Feb. 20. 15:07
Utolsó módosítás:	2024. Feb. 20. 15:07

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