Know-How Exchange : Student Questions

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Link worked for me, but survey was very unclear. I couldn't tell if the questions were directed toward marketing professionals who use or consider guerrilla marketing or consumers who may have been exposed to guerrilla marketing. Semantic scales were not helpful: does "good" mean effective, or does "good" mean you like it?

Also a few spelling mistakes and other signs of amateurish nature of the questionnaire.

Who is the target respondent? Why was this posted on the MarketingProfs website?

Aurélien

I had a look at your questionnaire - to be quite honest I am not sure if you grasp the full meaning of guerilla marketing. It has practically nothing to do with branding or general styles of advertising. It is applicable to the SME especially - or any business of any size that wants serious returns for its advertising spend.

The entire point of guerilla marketing is to focus on the client and not on the brand. Your questionnaire focuses on branding - which usually focuses on the brand and not the viewer. Branding is not something flexible that meets a customer's needs, it tries to establish a need in the client.

The very real problem is getting this sort of view accepted in academic institutions. That does not stop it being one of the most effective methods of marketing.

Moriarty