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If you think of "guerilla" you might think of insidious attacks of partisans or something like that - which is right in a particular way. The Spanish word Guerilla has it seeds in the word Guerra which means "war". Therefore, the word guerilla means "little war". This expression has been adopted for marketing affairs because exactly this is the main idea of Guerilla marketing: low budget ideas lead to an advance with maximum effects.

Guerilla marketing assembles extraordinary marketing activities which generate a big effect whilst having low costs. The idea has been developed in the mid-1980s by marketing-expert Jay C. Levinson whose Guerilla marketing handbook was published 1984 and translated into 37 languages.

Having a small budget one chooses the media or the trade channel that is most favorable. For example, co-operations with big companies, buying-up of remaining advertisement seconds in the media, the writing of letters to the editor, the holding of panel discussions and the launch of political initiatives that have the aim to expose the own portfolio. The transition to controversial and misleading practices is sometimes blurred.
The main idea of Guerilla marketing, which was developed in the 1990s by Jay Conrad Levinson in the "Guerrilla marketing handbook", was modified furthermore. Due to the changing target audiences and media scene, Guerilla marketing has to meet totally new challenges. Today, Thomas Patalas has a new approach to Guerilla marketing that places the customer in the centre of all Guerilla marketing strategies and points out the most important issue: The client wants to have a custom-fit Guerilla marketing campaign that forces the customer to interact and still meets exactly the client's requirements and his image. This is why mass media advertising never can be classed as Guerilla marketing because the recipients is demoted to just consume advertising instead of being animated to interact.

The important feature of Guerilla marketing is to communicate an advertising message in a creative way that can be realized aside of any advertising medium or the media vehicle.

By the way, Guerilla marketing is one of the top-words regarding the numbers of misspellings. Just for fun, the misspelled words, we found during doing research:

guerllla, guerila, gierilla, gueriilla, guerolla, geerilla, guwrilla, gueriila, gueiilla, gureilla, gueilla, guerills, guerill, guerrilla, gueerilla, guerlla, guurilla, gguerilla, ggerilla, guerilaa, geurilla, guerlila, guerrlla, guetilla, gerilla, gueeilla guerilal, uerilla, guerilka, gyerilla, fuerilla, guerillla, ugerilla, guuerilla, gurrilla, uuerilla, guerillaa, guerilll, gueirlla, guerikla, huerilla, gurilla, guerulla

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