IL MARKETING NON CONVEZIONALE: IL GUERRILLA MARKETING TRA ITALIA E PORTOGALLO

The vast quantity of advertisements that bombards consumers every day has made them virtually immune to commercial messages. For this reason several advertisers have been trying to find new alternative ways to reach the customers. In fact, the old advertising was intentended, in every moment, to persuede consumers, but the new era of marketing seeks to ADVERTAINMENT, which aim is to entertain and amaze the audience and to stimulate the mechanism of viral spread. The aim of my work is to analyze unconventional marketing, especially the Guerrilla Marketing, focusing on Italian and Portugal territory and showing some advertising campaigns. My work starts with an overview of the world of marketing and its evolution, focusing on the main aspects of the post-modern society and cocluding with the needs and key characteristics of current consumer. Then, the thesis goes on talking about unconventional marketing, and in particulary of Guerrilla Marketing, using a consumer survey for italians and portugueses, because starting from second to last chapter i will try to illustrate this marketing in this two Countries, and fanally i will show the result of survey.