The History of Guerrilla Marketing
Advertising can be dated back to 4000 BC where the early Egyptians used papyrus to make sales messages and wall posters. What we consider traditional advertising and marketing slowly developed over the centuries but never really boomed until the early 1900s.
It was at this time that the main goal of advertisements was to educate the consumer on the product or service rather than to entertain and engage them.
In 1960, campaigns focus on heavy advertising spending in different mass media channels such as radio and print.
It wasn’t till the late 1980s and early 1990s that cable television started seeing advertising messages. The most memorable pioneer during this time was MTV where they focused on getting the consumer to tune in for the advertising message rather than it being the by-product of a featured show.
Agencies struggled to make an impression on consumers and consumers were tired of being marketed to. It was time for a change.
In 1984, marketer Jay Conrad Levinson introduced the formal term in his book called, “Guerrilla Marketing.”
Levinson comes from a background as the Senior Vice-President at J. Walter Thompson and Creative Director and Board Member at Leo Burnett Advertising. In Levinson’s book, he proposes unique ways of approaching and combating traditional forms of advertising. The goal of guerrilla marketing was to use unconventional tactics to advertise on a small budget. During this time, radio, television and print were on the rise, but consumers were growing tired.
Levinson suggests that campaigns need to be shocking, unique, outrageous and clever. It needs to create buzz.
Small businesses started changing their ways of thinking and approached marketing in a brand new way. The concept of guerrilla marketing continues to develop and grow organically.
You can find more information about Jay Conrad Levinson at the Official Site of Guerrilla Marketing.
(http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/)
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