Guerilla Marketing (gue-ril-la mar-ket-ing)

coined by Jay Conrad Levinson, guerilla marketing is more about matching wits than matching budgets. Guerilla marketing can be as different from traditional marketing as guerilla warfare is from traditional warfare. Rather than marching their marketing dollars forth like infantry divisions, guerilla marketers snipe away with their marketing resources for maximum impact. Guerilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, pr stunts, any unconventional marketing intended to get maximum results from minimal resources. For Often refers to an approach of not paying fees or securing permits. Examples included Street Teams will showing up outside a major concerts or transit location, distributing signs or noise makers to a crowd at an event, wild posting or sidewalk stenciling.

Brand Marketers employ guerilla marketing tactics when campaigns require.