1. Guerrilla Marketing: Guerilla marketing is an alternative or grassroots form of promotions.
Typically, this type of marketing effort requires a minimal investment but yields maximum
results. It uses creative, street-savvy techniques to get customers' attention and go toe-to-toe with
competitors without having to match budgets
Example: Big Bazaar’s Guerrilla Marketing!!
Future Group have come up with 3 catchy ad campaign
Keep West-aSide. Make a smart choice !
Shoppers! Stop. Make a smart choice !
Change Your Lifestyle. Make a smart choice !
Targeting their three main competitors WESTSIDE, SHOPPERS STOP and LIFESTYLE
Tissue-pack marketing is a type of guerrilla marketing. Companies use small, portable tissue
packages to move advertising copy directly into consumers' hands. Basically the concept is to
use Tissue Paper as a marketing tool.
Eg:
Astroturfing denotes political, advertising, or public relations campaigns that are formally
planned by an organization, but are disguised as spontaneous, popular "grassroots" behavior. The
term refers to AstroTurf, a brand of synthetic carpeting designed to look like natural grass.
Eg: Can’t find any example
Ambush marketing can be defined as a marketing strategy wherein the advertisers associate
themselves with, and therefore capitalize on, a particular event without paying any sponsorship
fee. ambush marketing is a type of marketing by a company that is not an official sponsor of an
event, but which places advertisements using the event, to induce customers to pay attention to
the advertisement
Eg: The latest war was between Hindustan Unilever’s shampoo brand “Dove” and Procter &
Gamble’s shampoo brand “Pantene”. P&G launched its intriguing ad campaign for Pantene with
the tagline “A mystery shampoo. Eighty percent women say it is better than anything else.” A

2. few days later and before P&G could launch the new Pantene, Hindustan Unilever ambushed the
campaign by placing an adjacent hoarding with the tagline “There is no mystery. Dove is the No.
1 shampoo.”, thus is ambushing Pantene’s campaign.
The neuro marketing concept was developed by psychologists at Harvard University in 1990.
The technology is based on a model whereby the major thinking part of human activity (over
90%) including emotion proceeds in subconscious area that is below the levels of controlled
awareness. For this reason the perception technologists of the market are very tempted to learn
the techniques of effective manipulation of the subconscious brain activity. The main reason is to
inspire the desired reaction in person’s perception as deeply as possible.
Eg: