(An Experimental Study on Attitudes of University Students towards Guerilla Advertisements)

Abstract

Purpose – The aim of this study is to reveal the university students’ attitudes of towards guerilla ads, their level of involvements and whether guerilla ads increase the brand’s recall. Design/methodology/approach – An experimental method was used in the study. A number of ads were watched experimental groups (guerilla ads) and control groups (tradinational ads), then the data was collected by attitudes and involvement scales towards ads and recall forms. Data were collected from 100 students, half of which were the experimental groups and half of which were the control group, between 16 September and 31 October 2019. Findings – According to the findings, attitudes towards guerrilla ads are more positive than attitudes towards traditional ads. The level of involvement in guerrilla ads is higher than in traditional ads. In addition, both unaided and aided recall is more in guerrilla ads. Discussion – As an unusual marketing technique, guerilla advertising was a technique that small-budget enterprises initially used to compete with large enterprises, but with the understanding of its power, it became a method frequently used by many businesses. It attracts the attention of consumers because they are unusual and often confronts consumers in unexpected times, thus causing the consumer to develop positive attitudes towards advertising and brand and at the same time they have high persistence.