Gerila marketing kao alat u organizaciji medijske kampanje

Tema ovog rada je gerila marketing kao alat u organizaciji medijske kampanje. Gerila marketing je metoda koja se umjesto oslanjanja na velike financijske proračune, koristi kreativnošću, iznenađenjima i ostalim nekonvencionalnim trikovima kako bi ostvarila ciljeve tvrtke koju promovira. Ovu vrstu marketinga u najvećoj mjeri koriste mala poduzeća koja tek pristupaju tržištu, te neprofitne organizacije, a razlog tomu su ograničeni budžeti osigurani za promociju. Za razliku od tradicionalnog marketinga, gerila marketing nudi inovativniji pristup, originalne ideje i rješenja, koja uz minimalna ulaganja mogu postići značajne rezultate. Tema je obrađena opširnije, kroz priču o teorijskom pristupu marketingu i marketinškoj kampanji, o upravljanju marketinškom kampanjom te gerilskim oblicima oglašavanja koji se danas u kampanjama koriste. Istražene su i prednosti i nedostaci gerila marketinga u odnosu na tradicionalni marketing. Za primjere gerila oglašavanja u praksi korišteni su mali, lokalni oglašivači, pronađeni vlastitim istraživanjima, kako bi se pokazalo da se gerilski oblici oglašavanja koriste i puno šire od globalnih, svjetski poznatih brendova.The topic of this work is guerilla marketing as an media campaign organisation tool. Guerrilla marketing is a method, which instead of relying on large financial budgets, uses creativity, surprise effects and other unconventional ‘tricks’ to achieve required goals of the promoted company. This type of marketing is mostly used by small companies just entering the market and non-profit organizations, and the reason for this is mostly limited insurance promotiom budgets. Unlike traditional marketing, guerrilla marketing offers an innovative approach, original ideas and solutions, showing that minimal investment can achieve significant results. The topic has been explored extensively, through the story of the theoretical approach to marketing and marketing campaign, the management of the marketing campaign and guerrilla forms of advertising used in campaigns today. The advantages and disadvantages of guerrilla marketing in relation to traditional marketing were also explored. As an example of guerrilla advertising in practice, small, local advertisers, found through their own research, were used to show that guerrilla forms of advertising are used much more widely than global, world-famous brands