Editing Mass marketing (section)

=== Guerrilla marketing ===
[[Guerrilla marketing]] aims to cut through clutter by attracting attention in unique, memorable and imaginative ways to “maximise interest in a firm's goods and services while minimizing the costs of advertising.” (Bigat, 2012). According to Kotler (2007, as cited in Bigat, 2012) this type of marketing was traditionally carried out by small to medium-sized enterprises but has become more predominant in today's society where competition is substantially thicker. It is particularly effective at reaching a large-scale audience due to the captivating nature of the advertisement.{{fact|date=August 2023}}

Bigat discusses the role of technology, more specifically, of the internet and its effectiveness of disseminating a large message from the sender to receivers; to which he states that “Internet blogs, online magazines, newspapers along with chat and forum pages are crucial arenas for getting the message across.” Logically, this is due to the fact that digitalised media generates more efficient feedback from consumers. Mass marketers should aim to effect the behaviour of their consumers by having them engage with the brand in a positive way, which, in turn tends to more activity (both on and offline) as well as further market penetration.<ref>Bigat, E. C. (2012). Guerrilla Advertisement and Marketing. ''Procedia - Social and Behavioral Sciences, 51''(1), 1022-1029. doi: 10.1016/j.sbspro.2012.08.281</ref>