The Cool Sell of Guerrilla Marketing

University of Pennsylvania

ScholarlyCommons
Publicly accessible Penn Dissertations

12-22-2010

Your Ad Here: The Cool Sell of Guerrilla Marketing
Michael Serazio
University of Pennsylvania, mserazio@asc.upenn.edu

Recommended Citation
Serazio, Michael, "Your Ad Here: The Cool Sell of Guerrilla Marketing" (2010). Publicly accessible Penn Dissertations. Paper 285. http://repository.upenn.edu/edissertations/285

This paper is posted at ScholarlyCommons. http://repository.upenn.edu/edissertations/285 For more information, please contact repository@pobox.upenn.edu.

YOUR AD HERE: THE COOL SELL OF GUERRILLA MARKETING

Michael Serazio A DISSERTATION in Communication Presented to the Faculties of the University of Pennsylvania in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy 2010

Supervisor of Dissertation ______________________________ Barbie Zelizer, Raymond Williams Professor of Communication

Graduate Group Chair ______________________________ Katherine Sender, Associate Professor of Communication

Dissertation Committee Joseph Turow, Robert Lewis Shayon Professor of Communication Katherine Sender, Associate Professor of Communication

Your Ad Here: The Cool Sell of Guerrilla Marketing COPYRIGHT 2010 Michael Serazio

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ABSTRACT

YOUR AD HERE: THE COOL SELL OF GUERRILLA MARKETING Michael Serazio Barbie Zelizer

This dissertation examines the development of guerrilla marketing strategies and techniques. At the dawn of the 21st century, as the traditional advertising model evolves thanks to changes in technology, markets, commercial clutter, and audience cynicism, marketers are increasingly exploring new and re-imagining old ways of communicating brand messages and managing consumers. By studying the practice of guerrilla marketing – the umbrella term here for an assortment of product placement, outdoor alternative-ambient, word-of-mouth, and consumer-generated approaches – we can better... [continues]

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