Auswirkungen von Guerilla Marketing auf die Kaufabsicht von Konsumenten der Generation Y

Guerilla marketing is an advertising strategy that focuses on low-cost, unconventional marketing tactics that achieve maximum results. The original term was coined by Jay Conrad Levinson in his 1984 book 'Guerrilla Advertising.' Street marketing is a subfield of guerrilla marketing. Like guerrilla marketing, street marketing is also characterized by its unconventional nature, but it is limited to streets or public spaces. Other forms of guerrilla marketing utilize different media and methods, such as the internet, to communicate with customers.