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Gerillakampanjer – karakteristika och reklambyråns arbetssätt: En djupintervjuundersökning med särskilt fokus på visuella gerillakampanjer
Dalarna University, School of Technology and Business Studies, Graphic Arts Technology.
Dalarna University, School of Technology and Business Studies, Graphic Arts Technology.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Guerrilla campaign – characteristicsand the advertising agency workingprocess : An in-depth interview study with particularfocus on visual guerrilla campaigns (English)
Abstract [sv]

Syftet med denna studie var att genom semistrukturerade djupintervjuer, med särskild fokus på visuella gerillakampanjer, kartlägga de av byråerna benämnda karaktärsdragen för gerillakampanjer samt byråernas arbetssätt för dessa kampanjer.Fem semistrukturerade djupintervjuer genomfördes på respektive respondents arbetsplats utvalda genom ett kombinerat strategiskt och bekvämlighetsurval.Resultaten visade tydliga karaktärsdrag för en gerillakampanj. Utifrån dessa har följande definition tagits fram: en gerillakampanj kännetecknas av att den saknar köpt medieexponering och ofta karaktäriseras av en kreativ, ofta situations- och miljöanpassad, utformning som på egen hand väcker stort intresse eller uppmärksamhet relativt mot den nyttjade budgeten i syfte att skapa djupare relationer med mottagaren.Arbetssätten för en visuell gerillakampanj och vanliga gerillakampanjer skiljer sig inte nämnvärt mot arbetssätten för en traditionell reklamkampanj. Vid framtagandet av en gerillakampanj görs juridiska överväganden om huruvida lagöverträdelser kan komma att krävas. Det framkom även att spridningen i efterhand av en gerillakampanj var viktig för att få så stort genomslag som möjligt genom nyttjandet av traditionell media.

Abstract [en]

The aim of this study was to identify the advertising agencies considered characteristics of guerrilla campaigns and agencies' working process on guerrilla campaigns, with the particular focus on the visual guerrilla campaigns, using semi-structured interviews.Five semi-structured in-depth interviews were conducted. Respondents were selected strategically.The results showed distinct characteristics of guerrilla campaigns. Based on these, the following definition were conducted: a guerrilla campaign is characterised by the lack of bought media exposure, a creative, often situational and environmentally adapted design, that without assistance from other sales promotions produce high interest or attention relative to the utilized budget, in order to create a deeper relationship with the recipient.The working methods of a visual guerrilla campaign and a regular guerrilla campaign do not differ remarkably from a traditional campaign. The study also showed that the spread of a guerrilla campaign was important for its effectiveness.

Place, publisher, year, edition, pages
2014.
Keywords [en]
advertising agency, definition, guerrilla marketing, guerrilla campaign, characteristics, visual communication, working process
Keywords [sv]
arbetssätt, definition, gerillamarknadsföring, gerillakampanj, karaktärsdrag, reklambyrå, visuell kommunikation
National Category
Visual Arts
Identifiers
URN: urn:nbn:se:du-17057OAI: oai:DiVA.org:du-17057DiVA, id: diva2:792448
Available from: 2015-03-04 Created: 2015-03-04 Last updated: 2025-02-21

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fulltext(2183 kB)390 downloads
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File name FULLTEXT01.pdfFile size 2183 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf