The efficiency of marketing campaigns is a preconditionfor business success. This paper discusses a technique …

This dissertation examines the development of guerrilla marketing strategies and techniques. At the dawn of the 21st … century, as the traditional advertising model evolves thanks to changes in technology, markets, commercial clutter, and … managing consumers. By studying the practice of guerrilla marketing – the umbrella term here for an assortment of product …

Advertising agencies trade on their creativity, which is supplied by teams of creative and account workers to create … customer-centered advertising that is both novel and interesting. This research explores the magic of the advertising creative …

brand and corporate advertising link to sponsorship and event marketing. SLA includes both ads that communicate a link to a …This research proposes that a construct called Sponsorship Linked Advertising (SLA) is valuable in understanding how … its themed form, SLA differs from creative advertising by virtue of the fact that creative advertising can exist …