The Impact of Unconventional Marketing Communications

Stoenescu Alexandra-Oana ()
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Stoenescu Alexandra-Oana: The Bucharest University of Economic Studies, Romania

International Conference on Marketing and Business Development Journal, 2018, vol. 1, issue 1, 85-94

Abstract: The following article is going to review the meaning and methods of implementation of the concept of unconventional marketing communications. There are going to be discussed in further detail the starting point, namely the concept of guerrilla marketing and the four tools derived this concept, namely ambient marketing, ambush marketing, stealth marketing and viral marketing. These under-researched methods are important for the future of marketing communications as they represent a new way of using classical communication tools in a way that better appeals to the modern consumer. These methods appeared as a reaction to the changes in communication, technology and consumer behavior to facilitate the way in which companies and brands are spreading their messages and to present said messages in ways that better fit and impact the modern consumers. The differentiation point of what this article classifies as unconventional marketing communications is that not only the message should be of extreme importance and developed creatively but that the place and manner of implementation of the campaign should be unexpected and stand out in the eye and mind of the consumer.

Keywords: unconventional marketing; guerrilla marketing; ambient marketing; buzz marketing; stealth marketing; viral marketing; ambush marketing. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aes:icmbdj:v:1:y:2018:i:1:p:85-94

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