The marketing research in this dissertation was
conducted in Portsmouth UK in 2006. Marketing plays
an essential part in the growth and success of a
business and the more creative marketing campaigns
are being executed, the higher success rates they
will achieve. Guerrilla marketing is a phenomenon
which has been discovered as an unconventional
marketing tactic and it has been carried out for
decades.
However, the research on guerrilla marketing is in
its infancy and the author had therefore chosen to
bring up research-based evidence with this study. The
main research question is to what extent flyer
distribution meets the criteria for successful
guerrilla marketing. The dissertation has been
awarded with a merit degree which helped the author
achieve her masters degree in multimedia marketing
with a merit award.