guerrilla marketing

Sometimes guer·ril·la ad·ver·tis·ing

[guh-ril-uh mahr-ki-ting]

noun

1. a low-cost, nontraditional advertising strategy that uses imaginative presentation, as graffiti or public art installations, and interactive experiences, as stunts or treasure hunts.

   Successful guerrilla marketing is spread virally from person to person, online or by word of mouth.

Word History and Origins

Origin of guerrilla marketing¹

Coined by Jay Conrad Levinson, U.S. business writer (1933-2013), the title of his 1984 book