The issue of dynamics and diffusion of developing areas in marketing utilizing media is so ephemeral that understanding it requires constant watch and investigation. New trends keep emerging along with new futuristic predictions, while the creators constantly refer to the past, where they get inspiration for advertisement proposals or previously undiscovered contexts. This reality is connected to the fact that the market expects creative and above all effective solutions which would proficiently reach the selected target. For this reason, clients of marketing agencies but also stakeholders in important companies which possess their own marketing departments expect effective realizations of advertisement and mass-media communication. They demand campaigns that would be distinctive, memorable and at the same time, increasingly effective. In the presented work, we focus primarily on the creative implementation of advertisement communiqués in their various forms in guerilla marketing, narrowed to ambient forms of marketing communication via adaptation of the atypical in the advertisement communiqué area. This way, bot the client and the realizator are able to avoid the established (but not always creative) approaches in advertisement (since it has been researched that the classical forms of advertisements no longer bring the sufficient result)[1]. The aim, besides the partial research objective set in the research section of the work, is to show primary aspects of the so-called partisan strategies and tools of marketing communication, narrowed for focus on ambient advertisement. The term of guerilla marketing was set by J. C. Levinson[2] in 1982, and since, several publications focused on the issue have emerged – J. C. Levinson, D. E. Perry (2011)[3] či T. Patalas (2009)[4], or one of the newest, the book by M. Sauceta (2015)[5]. More on the topic was included in popular, more approachable works. Abroad, the issue has been addressed in a more complex but also accessible way by the authors J. Margolis and P. Garrigan[6]. For our context, a very general context was established by P. Frey (2005, 2008, 2011)[7]. We also note and deem valuable the works focused on the theoretical anchoring of the issue by S. Luxton and L. Drummond (2009)[8], while also highly appraising the research approach of K. Hutter and S. Hoffmann (2011)[9]. There have been some presentations focused on popularization of new realizations in internet articles by Hatalska (2002)[10]. In this work, we also follow our previous works (see Wojciechowski, 2014, 2016, 2017)[11]. Besides presentations of various guerilla marketing products and above all else, the unusual propagation tools and forms of ambient marketing, this work offers results of our own research, which also looks into the cardinal questions of advertisement trustworthiness. The work is designed with a regard to the contemporary issues of the topic and on the necessity to build a more consistent knowledge base, including new discoveries and examples, for both the theoretical authors and the implementers of these forms in the common marketing practice. We believe this work will be delivered to readers that in their own settings in smaller companies and similar contexts plan to build their own marketing projects on relatively lower budgets – as these often opt for methods that are not cost-effective, and thus could be advised by our work, reaching success comparable to the results of traditional, more costly forms of marketing communication. Our text brings and analyzes various discoveries from the ambient marketing forms field and their further derivatives, which are by their characteristics unmissable, as they interact with their recipients. This choice of content for the work is induced by our own perpetual interest in the topic. The presented campaigns fulfill the requirements necessary for the alternative forms of communication classification, which need to be relatively financially non-expensive, but with a significant impact, that is equal to approaches with a longitudinal presence on the market. Furthermore, the aforementioned original research included in the work presents discoveries that could lead to adequate preparation of campaigns with potential to pique the interest of the academic public, that closely follows the field of guerilla marketing. As such, we aim to contribute to the knowledge base about the attitudes of the Generation Y members, and their perception of differences between the classic and original implementations of advertisement communiqués in the public space.
[1] For example, a research published in the Marketing Journal.cz, Available at: http://www.m-journal.cz/cs/aktuality/pruzkum–ceske-zeny-uz-klasicka-reklama-a-celebrity-tolik-neoslovuji__s288x11765.html
[2] First edition in Czech: LEVINSON, J. C. (2009). Guerilla marketing.
[3] LEVINSON, J. C., PERRY, D. E. (2011). Guerrilla Marketing for Job Hunters 3.0: How to Stand Out from the Crowd and Tap Into the Hidden Job Market using Social Media and 999 other Tactics Today
[4] PATALAS, T. (2009). Guerillový marketing: jak s malým rozpočtem dosáhnout velkého úspěchu.
[5] SAUCET M. (2015). Street Marketing – The Future of Guerrilla Marketing and Buzz.
[6] MARGOLIS, J., GARRIGAN, P. (2008). Guerilla Marketing For Dummies.
[7] FREY, P. (2005). Marketingová komunikace (Nové trendy a jejich využití). FREY, P. (2008). Marketingová komunikace: to nejlepší z nových trendů. FREY, P. (2011). Marketingová komunikace (Nové trendy 3.0).
[8] LUXTON, S., DRUMMOND, L. (2000). What is this thing called ambient advertising?
[9] HUTTER, K., HOFFMANN, S. (2011). Guerrilla marketing. The nature of the concept and propositions for further research
[10] HATALSKA, N. (2002). Niestandardowe formy promocji.
[11] WOJCIECHOWSKI, L. (2014). Ambient marketing as new language of marketing communication and an original use of the urban space.
WOJCIECHOWSKI, L. (2016). Ambient marketing: + case studies in V4.
WOJCIECHOWSKI, L. (2016). Guerilla marketing – ambient marketing: a kreatívne príklady krajín V4.
WOJCIECHOWSKI, L. (2017). Site-specific umenie a ambient marketing.