Abstract

Abstract:

This teaching column offers a single class lesson on guerrilla marketing, which is promotional content and communication that seeks to self-efface its own commercial intent. It begins by illuminating the challenges that professional advertising faces in today's digital environment; introduces students to the theoretical underpinnings of guerrilla strategic recourse within that space; and showcases a variety of examples of and historical contexts for product placement and branded content. Through this lecture material and discussion questions, students are encouraged to widen their awareness of the promotional and persuasive efforts embedded in the media material that surrounds them and their lives.

Additional Information

ISSN
2475-1790
Launched on MUSE
2018-01-26
Open Access
No
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