Marketing Outside the Box

Bachelor Thesis , 2013 , 55 Pages , Grade: 1,7

Business economics - Offline Marketing and Online Marketing

Have you ever asked yourself how often you happen to zap through the TV channels during a commercial break trying to escape the information flood with only one thought in mind: “Help, commercials!”? As Ty Montague claims, “advertising is the business of interrupting what people are interested in with a commercial message about something they are not interested in.” And this is true – today’s consumer is bored to death by all the conventional publicity messages he is exposed to in his everyday life. What is more, advertising nowadays is increasingly perceived as a burden which forces consumers to try to avoid it as much as possible. Because individuals are continually faced with the well-known marketing tools, their activating and persuasive impacts start to decrease and lead to wear-out effects. This trend presents marketers with an uneasy challenge - they have to fight with their competitors and win the consumer’s attention without being intrusive. This, however, might turn out to be a difficult task because it involves a high advertising budget.

Table of contents

Table of contents

List of figures

List of abbreviations

1. Introduction
1.1. Problem formulation
1.2. Purpose and methodology

2. The basics of marketing
2.1. The scope of marketing
2.2. The target marketing process
2.3. What is marketed?

3. The marketing mix
3.1. Product planning
3.2. Price planning
3.3. Distribution planning
3.4. Promotion planning

4. Traditional advertising media
4.1. Television advertising
4.2. Radio advertising
4.3. Press advertising
4.4. Out-of-home advertising
4.5. Online advertising
4.6. Product placement

5. Development of the guerrilla marketing concept
5.1. Origin and definition of the term guerrilla
5.2. Objectives and effects of the guerrilla approach
5.3. Risks and threads of the guerrilla approach
5.4. Measurement of costs and results
5.5. Guerrilla marketing in the marketing mix

6. Guerrilla advertising tools
6.1. Low-budget marketing
6.2. Offline guerrilla marketing tools
6.2.1. Ambush marketing
6.2.2. Ambient marketing
6.2.3. Sensation marketing
6.3. Online guerrilla marketing tools
6.3.1. Viral marketing
6.3.2. Mobile marketing
6.4. Strategic guerrilla marketing tools
6.4.1. Pricing
6.4.2. Producing
6.4.3. Distributing

7. Traditional advertising versus guerrilla marketing approach

8. Conclusion

References

Appendix

• College: Cologne University of Applied Sciences
• Grade: 1,7
• Author: K. Hristomirova (Author)
• Publication Year: 2013
• Pages: 55
• Catalog Number: V267593
• ISBN (eBook): 9783656591535
• ISBN (Book): 9783656693277
• Language: English
• Tags: marketing, outside