Types of Marketing Campaigns: Definitions

Viral Marketing

"A technique that uses pre-existing social networks to produce increases in brand awareness through self-replicating viral processes."

Basically, word-of-mouth discussion of a product or brand that creates a snowball effect;

"It is claimed that a satisfied customer tells an average of three people about a product or service he/she likes, and eleven people about a product or service which he/she did not like."

Effectively, viral marketing campaigns use and manipulate natural human behaviour to the institutions advantage. It also incorporates the idea that any publicity is good publicity.

Guerrilla Marketing

"An unconventional system of promotions on a very low budget, by relying on time, energy and imagination instead of big marketing budgets."

Stealth Marketing


Alternate Reality Game