Explain the concept of guerrilla marketing and give an illustration of how this promotion/communication technique might work. Be specific in your comments.

Guerrilla marketing is the concept of using unconventional locations and intensive word-of-mouth campaigns to push products.
Example: The students are free to designate their own examples unless otherwise specified by the instructor. Examples used in the text were:
Today, many organizations are buying into guerrilla marketing strategies. These tactics are relatively affordable (compared to traditional print and television advertising) and they do an excellent job at getting the consumer's attention! For example, Unicef's Dirty Water campaign placed vending machines across cities in North America and offered a wide range of "dirty water" flavours that would be available in developing nations. Passers by were shocked to see options such as "Malaria" water and "Typhoid" water. The technique was innovative and low cost, but it really got attention from the public as well as the media.