guerrilla marketing

English

Popularized by American ad executive and business writer Jay Conrad Levinson in Guerrilla Marketing (1984).

guerrilla marketing (uncountable)

An advertising strategy that uses unconventional interactions in order to promote a product or service.
- 1984, Jay Conrad Levinson, Guerrilla Marketing: secrets for making big profits from your small business, Houghton Mifflin, →ISBN, page 35:
  Guerrilla marketing is addressed to both the unconscious and the conscious. It changes attitudes while modifying behavior. It comes at the customer from all directions. It persuades, coerces, tempts, compels, romances, and orders the customer to do your bidding.
- 2008, Jonathan Margolis, Patrick Garrigan, Guerrilla Marketing For Dummies, John Wiley & Sons, →ISBN, page 21:
  We first felt the taste of guerrilla marketing in the theater industry. Why? For starters, often, theater professionals are big on passion, but not so big on funds.

type of advertising strategy