( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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BUYING BEHAVIOR: THE IMPACTS OF GUERRILLA MARKETING ON STUDENT CONSUMER’S IN TIRUCHIRAPALLI TOWN

    2 Author(s):  DR. ARUL R, MADHU P

Vol -  10, Issue- 1 ,         Page(s) : 129 - 137  (2019 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

According to “Jon Buscall, Content Marketing is a commitment, not a campaign”. Guerrilla marketing is an advertisement strategy to promote products or services on the streets or other public places with little money. This involves getting the attention of the public.[1] Guerrilla marketing is done in public places such as shopping centers, parks or beaches to attract a big audience.[2] It was popularized by Jay Conrad Levinson in the book Guerrilla Marketing, 1984. Traditional advertising media are channels such as print, radio, television and direct mail [3] but as we are moving away from these channels the marketers and advertisers have to find new strategies to get their commercial messages to the consumer

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