Editing Guerrilla marketing (section)

==Types==
===Ambient marketing===
{{Main|Ambient awareness}}
Ambient communication is advertising presented on elements of the environment, including nearly every available physical surface.<ref name="Rossella Gambetti">{{cite web|title=Ambient Communication: How to Engage Consumers in Urban Touch-Points|author=Rossella Gambetti|url=https://www.researchgate.net/publication/259729300|access-date=April 12, 2016}}</ref> It is a compilation of intelligence, flexibility, and effective use of the atmosphere. These kinds of ads can be found anywhere and everywhere from hand dryers in public bathrooms and petrol pumps through to bus hand straps and golf-hole cups.<ref name="Solomon, M. 2008">Solomon, M., Marshall, G., Stuart, E. (2008). Marketing, Real People, Real Choices. Upper Saddle River, New Jersey, United States of America: Pearson Education.</ref>

===Ambush marketing===
{{Main|Ambush marketing}}
Ambush marketing is a form of associative marketing, used by an organization to capitalize upon the awareness, attention, goodwill, and other benefits, generated by having an association with an event or property, without that organization having an official or direct connection to that event or property.<ref>{{cite news|title=Ambushed!|author=Simon Chadwick And Nicholas Burton|url=https://www.wsj.com/articles/SB10001424052970204731804574391102699362862|newspaper=[[Wall Street Journal]]|access-date=April 12, 2016}}</ref>
  
This form of marketing is typically seen at major events where rivals of official sponsors attempt to build an association with the event and increase awareness for their brands, sometimes covertly. For example, during the [[2012 Summer Olympics|2012 London Olympics]], footwear maker [[Nike, Inc.|Nike]] created 'find your Greatness' spots where they featured athletes from several locations called London (but without showing the real London or referring to the Olympic games).  This was intended to build a strong association between the London Olympics and Nike.<ref>{{cite magazine|title=Nathan Sorrell, Nike's Fat Jogger, Vows to Get Thin|author=Rebecca Cullers|url=http://www.adweek.com/adfreak/nathan-sorrell-nikes-fat-jogger-vows-get-thin-142543|magazine=AdWeek|access-date=April 12, 2016}}</ref>

===Stealth marketing===
Stealth marketing is a type of advertising in which a product or service is promoted in a way that is intended to draw attention without appearing to be promotional.<ref>{{Cite web |date=15 August 2024 |title=Stealth Marketing |url=https://dictionary.cambridge.org/dictionary/english/stealth-marketing |website=Cambridge Dictionary}}</ref>

===Viral marketing===
{{Main|Viral marketing}}
Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others (often via online social-media platforms), creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. Off the Internet, viral marketing has been referred to as "word-of-mouth", "creating a buzz", "leveraging the media", "network marketing", But on the Internet, for better or worse, it's called "viral marketing".<ref>{{cite web|url=http://webmarketingtoday.com/articles/viral-principles/ |title=Practical Ecommerce &#124; Insights for Online Merchants |website=Webmarketingtoday.com |access-date=2017-03-01}}</ref>

===Buzz marketing===
{{Main|Buzz marketing}}
Similar to viral marketing, buzz marketing uses high-profile media to encourage the public to discuss the brand or product.<ref name="Solomon, M. 2008"/> Buzz marketing works best when consumer's responses to a product or service and subsequent endorsements are genuine, without the company paying them. Buzz generated from buzz marketing campaigns is referred to as "amplified WOM" (word-of-mouth), and "organic WOM" is when buzz occurs naturally by the consumer.<ref name="Solomon, M. 2008"/>

===Grassroots marketing===
{{Main|Grassroots}}
Grassroots campaigns aim to win customers over individually. A successful grassroots campaign is not about the dissemination of the marketing message in the hope that possible consumers are paying attention, but rather highlights a personal connection between the consumer and the brand, and builds a lasting relationship with the brand.<ref>Baker, M. & Hart, S. (2008). The Marketing Book. (6th ed.). Oxford, England: Butterworth-Heinemann.</ref>

===Astroturfing===
{{Main|Astroturfing}}
Astroturfing is among the most controversial guerrilla marketing strategies, and it has a high risk of backfiring for the company marketing the product or service.<ref name="Jacobs, J. 2012">Jacobs, J. (2012). Faking it – how to kill a business through astroturfing on social media. Professional Updates Management, 64(9), 567-570.</ref> Astroturfing derives from artificial “[[Sod|turf]]”, often used in stadiums or tennis courts – also known as fake grass. Hence, fake endorsements, testimonials and recommendations are all products of Astroturfing in the public-relations sector.<ref name="Jacobs, J. 2012"/> Astroturfing involves generating an artificial hype around a particular product or company through a review or discussion on online blogs or forums by an individual who is paid to convey a positive view yet who does not reveal their true motivation. This can have a negative and detrimental effect on a company, should the consumer suspect that the review or opinion is inauthentic and manipulative of public opinion.  The result is damage to the company's reputation, and possibly litigation.<ref name="Jacobs, J. 2012"/>

===Street marketing===
{{Main|Street marketing}}
{{See also|Tissue-pack marketing}}
Street marketing uses unconventional means of advertising or promoting products and brands in public areas. The main goal is to encourage consumers to remember and recall the brand or product marketed. As a division of guerrilla marketing, street marketing is specific to all marketing activities carried out in streets and public areas such as parks, streets, and events. Street marketing also encompasses advertising outdoors, such as on [[Shopping cart|shopping trolleys]] (shopping carts, in the US), public toilets, sides of cars or public transport, manhole covers, footpaths, rubbish bins, etc.<ref>Berman M. (c2007). Street-Smart Advertising: How to Win the Battle of the Buzz. Plymouth, United Kingdom: Rowman & Littlefield Publishers, Inc.</ref>

Street marketing is not confined to fixed print-form advertisements. It is common practice for organizations to use brand ambassadors who distribute product samples or discount vouchers, and answer queries about the product while emphasizing the brand. The brand ambassadors may be accompanied by a kiosk containing product samples or demonstration materials, or wearing a "walking billboard". The physical interaction with consumers has a greater influencing power than traditional passive advertising.<ref>{{cite web|url=http://www.marketing-schools.org/types-of-marketing/street-marketing.html |title=Street Marketing &#124; What is Street Marketing? |website=Marketing-schools.org |access-date=2017-03-01}}</ref>

Street marketing is understood as mobilizing not only the space of the streets but also the imagination of the street: that of street culture and street art.<ref name="ReferenceD">{{cite journal | last1 = Borghini | first1 = Stefania | last2 = Visconti | first2 = Luca M. | last3 = Anderson | first3 = Laurel | last4 = Sherry Jr | first4 = John F. | year = 2010 | title = Symbiotic postures of commercial advertising and street art: Implications for creativity | journal = Journal of Advertising | volume = 39 | issue = 3| pages = 115–28 | doi=10.2753/joa0091-3367390308| s2cid = 2784881 }}</ref> Young urbanites are often put forth as the most susceptible target for these campaigns due to their associations with the culture of the street.<ref>{{cite journal | last1 = Black | last2 = Neville | year = 2009 | title = Fly-Posting: An Exploration of a 'Controversial' Medium | journal = Journal of Marketing Communications | volume = 15 | issue = 4| pages = 209–226 | doi=10.1080/13527260802091022| s2cid = 167843516 }}</ref>

According to Marcel Saucet and Bernard Cova,<ref name="ReferenceA">Bernard Cova & Marcel Saucet, "The Secret Lives of Unconventional Campaigns: Street Marketing on the Fringe", Journal of Marketing Communications, 2014</ref> street marketing can be used as a general term encompassing six principal types of activities:
* '''Distribution of flyers or products''', this activity is more traditional, and is the most common form of street marketing employed by brands.
* '''Product animations''', this consists of personalizing a high-traffic space using brand imagery. The idea is to create a micro-universe in order to promote a new product or service.
* '''Human animations''', the goal of such actions is to create a space in which the brand's message is communicated through human activity.
* '''Road shows''', this form of mobile presentation is based on the development of means of transport: taxi, bike, Segway, etc.
* '''Uncovered actions''', these activities involve the customization of street elements.
* '''Event actions''', these activities take the form of spectacles, such as [[flash mob]]s or contests. The idea is to promote a product, service, or brand value through organization of a public event.