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23 Guerrilla Marketing - I 132 P ART T WO Persuasion in A...

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I 132 PART TWO Persuasion in Advertising www.ablongman.com/christians8e doctor-patient relationship. In the last case, "Shopping to Save the World," we probe the complex ethical dimensions of cause-related marketing---corporate logic enter- ing the arena of social welfare in the guise of social responsibility. 23 Is That a Guerrilla I See? At the end of the day, we need to have spreadsheets and impressions and photos docu- menting the {guerrilla marketing] event. Clients like GE and Citibank aren't looking for middle of the night guys in ski masks when budgets are hitting six and seven figures. It is a discipline like any other. '" There was a time when we recognized advertising when we saw it-i·n the pages of our magazines and newspapers, a familiar presence as we watched television or listened to our favorite radio station, and recently, even as we glanced at the "third screen" on our cell phone or Blackberry. Today, amid cluttered media in a world cluttered with media, mar - keters, out of necessity, are creating ever-more-inventive ways to get our attention. Guer - rilla marketing (sometimes, in its varied permutations identified as viral, stealth, buzz, NBDB-never been done before-advertising, ambient, or "nontraditional marketing") is designed to get consumers "seeing things that they aren't used to seeing, creating some- thing that lives in the context of what they do but that is out of context with what they are used to."" Guerrilla marketing, today a recognized part of the marketing mix, might be cleverly disguised, or something in-your-face, but it is always in
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