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The Impact of Unconventional Marketing Communications

Author

Listed:
  • Stoenescu Alexandra-Oana

    (The Bucharest University of Economic Studies, Romania)

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.

Suggested Citation

  • Stoenescu Alexandra-Oana, 2018. "The Impact of Unconventional Marketing Communications," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 85-94, July.
    • Handle: RePEc:aes:icmbdj:v:1:y:2018:i:1:p:85-94
    as

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    File URL: http://www.mbd.ase.ro/RePEc/aes/icmbdj/2018/ICMBDJ_V1_2018_63.pdf
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    References listed on IDEAS

    as
    1. Roy, Abhijit & Chattopadhyay, Satya P., 2010. "Stealth marketing as a strategy," Business Horizons, Elsevier, vol. 53(1), pages 69-79, January.
    2. Bodo Herzog & Gerd Nufer, 2014. "Analyzing the Effectiveness of Ambush Marketing With Google Search Data," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 4(4), pages 1-5.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    unconventional marketing; guerrilla marketing; ambient marketing; buzz marketing; stealth marketing; viral marketing; ambush marketing.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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