Guerilla vs Virile Marketing
POSTED BY: WildHeavenFarm
UPDATED: Friday, August 26, 2005 12:09
VIEWED: 4658
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Guerilla marketing is direct marketing (exposing the public to the product) through non-traditional/unconventional channels (i.e. not tv commercials, print ads, trailers, etc). It is not necessarily fan-driven, though. If you google 'guerilla marketing' (I did, because I was trying to find ideas for promoting the movie in my community) 90% of what comes up is marketing companies who use 'querilla marketing' techniques as part of comprehensive marketing campaigns.
Viral marketing refers to ad campaigns that are deliberately obtuse/mysterious in nature. They avoid any direct reference to the product itself, but just disclose little snippets of information that they hope will raise the curiosity of the public and get them to seek out the identity of the product themselves.
So, in essence, guerilla marketing is bring the product to the attention of the consumer and viral marketing is getting the consumer to seek out the product, both generally using non-traditional vehicles.
Does that help?
Kathleen
Whedonesque
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Great definitions, Whed! See you at the Virtual Shindig on Sunday. (hint, hint to all of you who haven't come yet)
Mary
Always a beast, never a burden. 
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