Adzze as Guerrilla tactics
Guerrilla campaigns are designed to stimulate consumers and/or the media to spread the advertising message. The more people addressed, the higher the aggregated surprise effect and, thus, the lower the relative costs per person of the campaign. Additionally, a low cost effect can be achieved by planning campaigns that require little expenses (e.g., by acting very flexibly to take opportunities of advertising at low costs). Summarizing, the present study deduces the following definition of guerrilla marketing:
Adzze as Guerrilla tactics: Surprise Effect
The core principle of the guerrilla approach is to surprise consumers with unexpected activities in order to draw their attention to the advertising message. Surprise is a result of the divergence of perceptions and expectations. Surprise leads to a change in the cognitive activation. According to activation theory (Lindsley, 1951), a surprised individual suspends his previous activity and focuses his attention on the surprising event (Derbaix and Vanhamme, 2003; Meyer and Niepel, 1994)
Reach and Diffusion
Adzze as Guerrilla tactics: Rationale
In classical advertising, the number of recipients often determines the price of a campaign to a large degree (e.g., cost-per-thousand for advertisements in TV, radio or print media). Guerrilla marketing provides ways of increasing the number of individuals exposed to the advertising without increasing the cost of a campaign.
To win the competition for attention, many marketers promote their products more aggressively by using more and more advertising activities (Alsamydai et al., 2010). This attempt, however, appears counterproductive, because it requires a higher advertising budget and, most importantly, it prompts even stronger avoidance behavior and wearout effects (Mburu and Mogorosi, 2003). In order to find a way out of this closed loop, marketers have to develop alternative concepts for attracting consumers’ attention without causing reactance (Al-Marwai and Jayashree, 2010).