Can it live up to its hype?
IN THE NEWS
NEW YORK -- Marketing executives at GM's Hummer division, a frequent advertiser in the glossy culture magazine Black Book, have often said they want exposure outside traditional ad pages.
--Nat Ives and Jean Halliday
"Auto Giants Push Harder for Magazine Product Placement"
AdAge.com, Aug. 16, 2005
SARASOTA COUNTY, Fla. -- Some colorful cows are taking the place of big, bulky roadside advertisements in one Florida county. The bovine billboards are dyed bright pink and purple and are stenciled with ads for GoldenPalace.com. The online casino also paid thousands for the "Virgin Mary grilled cheese" sandwich and to stencil its logo on a pregnant woman's belly. The cows' owner said the animals are just happy they are not getting branded.
Sarasota, Fla., Aug. 6, 2005
Guerrilla marketing: Unconventional marketing intended to get maximum results from minimal resources.
Coined by Jay Conrad Levinson, guerrilla marketing is more about matching wits than matching budgets. Guerrilla marketing can be as different from traditional marketing as guerilla warfare is from traditional warfare. Rather than marching their marketing dollars forth like infantry divisions, guerrilla marketers snipe away with their marketing resources for maximum impact.
"Guerilla Marketing--not gorilla marketing."
The total number of advertising messages we are exposed to every day depends on who you talk to. Consumer Reports claims we see 247. Phoenix Business Journal avows that the number is more than 600. The Union of Concerned Scientists asserts the average American is exposed to about 3,000 per day.
Obviously the number varies depending on location. A tourist in New York's Times Square sees many more ads than a farmer plowing a Kansas cornfield or a thong-clad lovely sprawled on a Florida beach staring at a small plane making lazy circles in the sky while towing a banner touting a local clam bar.