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According to Jay Conrad Levinson in his 1984 book entitled, Guerrilla Marketing, “in order to sell a product or service, a company must establish a relationship with the customer. It must build trust and support. It must understand the customer’s needs, and it must provide a product that delivers the promised benefits.”

For the long time that advertising existed, no one has ever thought of doing advertisement the way Guerrilla Marketing does. Most of the advertisements existing now are either creative or non-creative. Creative in the way that, they are creating the need for the people to buy a particular product by persuading them, just like in the case of TV and Radio Commercials, Telemarketing and Flyers. On the other hand non-creative advertisements sees itself as the “Buyers looking for sellers” just like how Yellow Pages attracts the market. But most of the time, these form of advertisement appears to be superficial and focuses on the product per se. On the contrary, guerrilla marketing focuses on establishing relationships with the customers. It makes the customers feel at ease with the product by knowing them personally and establishing clear connections with them.

This way of guerrilla marketing is carried out by making its advertisement appears to be entertaining and making the potential customers feel at ease with the product. Through this, people will react immediately right after it appears on their senses. And these reactions can be done in several ways, either in writing or in speaking. In writing, this could be achieved by doing blogs and in speaking by recommending that particular advertisement to a friend (or word of mouth) and in effect, will create a recognition for the product it is endorsing. These products that are voluntarily pass by the people who witnessed it advertisement, which in some effect could also be described as viral marketing, from the word itself, the buzz about the advert is spreading like a virus. These ads are passed around primarily because of the fact, that it is cool and very appealing to the public.

In contrast, we also have to take into account that some guerrilla or viral marketing appears to be deceitful or misleading for some people. But we must remember that , just like any other form of advertisement, guerrilla and viral marketing aims to attract the attention of the people. Of course, doing this type of marketing requires a very keen ways to achieve its objectives. The only way that makes this type of marketing differs from the others, aside from what I’ve mentioned above, is the fact that the idea of spreading the news about the product is not the main concern of the advertiser, that thought should be delegated to the potential customers themselves.