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Guerrilla marketing is the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. Digital marketing tools such as social media provide new ways and promising opportunities for innovative guerrilla marketing. This article provides an overview of innovative digital guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples as well as developmental trends.
The halo effect is a cognitive bias known from social psychology. A halo effect occurs when a global impression or information about a salient characteristic shapes the evaluation of other characteristics. In a sports-related context, the halo effect has hardly been researched so far, although this could contribute significantly to understanding the thinking and behavior of sports fans. In this research paper, the following questions are investigated: Is there a halo effect in soccer? Does the sporting success or failure of a club outshine other sporting aspects? Does sporting success or failure possibly even distort fans' perception of non-sporting aspects? The research paper reflects the current state of halo research and presents the results of an empirical study in which fans of soccer clubs from the German Bundesliga were interviewed. The results of the analyses substantiate the distortion of the fans’ perception with regard to a very diverse range of aspects that is triggered by the sporting success or failure of their favorite club.
Digitales Guerilla Marketing
(2021)
Die Bereitschaft der Menschen, sich einer statischen, sich immer wiederholenden und damit vermeintlich langweiligen Informations- und Kommunikationsberieselung auszusetzen, sinkt zunehmend. Klassische, konventionelle Werbeformen versagen immer deutlicher und lassen die Forderung nach neuen, innovativen Marketingstrategien aufkommen.
Um Streuverluste so niedrig wie möglich zu halten, kommt es zu einer interinstrumentellen Umschichtung zugunsten nicht-klassischer Marketing-Kommunikationsinstrumente. Guerilla Marketing bietet neue, ungewöhnliche Möglichkeiten, der zunehmenden Werbeaversion der Rezipienten entgegenzutreten und die Aufmerksamkeit der Zielgruppe zu gewinnen.
Der Einsatz von Guerilla Marketing eignet sich dabei insbesondere online bzw. digital – gewissermaßen als die Marketing Waffe des „kleinen David“ im Kamp gegen etablierte Wettbewerber, den „Riesen Goliath“.
It has always been interesting for scientists to look at economic indicators in order to explain current economic developments and to forecast a boom or a recession. In addition to classic, hard economic indicators such as the Gross National Product or the Ifo index, there are also a number of psychological and soft indicators that economists consult. The lipstick effect is one of these psychological indicators. The paper introduces the lipstick effect, explains the causes behind the phenomenon, shows the connection to brand management and provides references to the current Corona pandemic.