EFFECTIVENESS OF GUERILLA MARKETING WITH REGARD TO VARIOUS AGE GROUPS

Gverilni marketing predstavlja obliko marketinga, ki namesto visokih finančnih vložkov izkorišča inovativnost, domišljijo ter vlaganje časa in energije. Eden poglavitnih ciljev gverilnega oglaševanja je ustvarjanje zanimivih oglasov, ki spodbujajo razmišljanje in pri ljudeh vzbujajo čustva. Sporočilo prenesejo na nedvoumen način in so razumljivi vnaprej določeni ciljni skupini. V diplomskem delu smo predstavili splošne teoretične osnove marketinga ter se podrobneje ukvarjali z razvojem, principi ter prednostmi in slabostmi gverilnega marketinga. Predstavili smo tudi nekaj primerov gverilnega marketinga v praksi ter natančneje opisali pogoste metode oglaševanja. Postavili smo tudi dve hipotezi, katerima smo več pozornosti namenili v raziskovalnem delu naloge. V praktičnem delu smo se ukvarjali z raziskovanjem povezanosti med ocenjevanjem gverilnih oglasov ter spolom in starostjo. Podatke smo pridobili s pomočjo anketne raziskave, statistično pa smo jih obdelali s pomočjo programa SPSS. Pomen pridobljenih rezultatov smo natančneje opisali ter z njihovo pomočjo potrdili obe hipotezi, s tem pa tudi izpolnili glavni cilj diplomske naloge. Glavne ugotovitve diplome so, da se mlajše generacije bistveno bolje odzivajo na gverilni marketing, spol pa na rezultate nima vpliva.Guerilla marketing is a branch of marketing which utilizes innovation, imagination, energy and time to achieve its goals, opposed to high financial investment. One of the main goals of guerilla marketing is designing interesting advertisements which encourage thinking and emotions. They transmit the message unambiguously and are tailored to a specific target group. In the opening part we presented the general theoretical basics of marketing and in greater detail dealt with development, principles, advantages and disadvantages of guerilla marketing. We also presented some practical examples of guerilla marketing and defined two hypotheses. In the practical part we dealt with the correlation between grading guerilla advertisements and gender and age. Data was collected with a survey research and further statistically processed with the help of SPSS program. We described the results in greater detail and used them to confirm both of our hypotheses, also fulfilling the main goal of the diploma. The main findings of the diploma are that younger generations respond better to guerilla marketing, and that gender is irrelevant in this regard