Original scientific paper

CROATIAN COMMUNICATION AGENCIES AND GUERRILLA COMMUNICATION TACTICS

Mirela Holy ; University of Applied Sciences VERN’, Zagreb, Croatia
Ana Antolić ; University of Applied Sciences VERN’, Zagreb, Croatia

Abstract

Although it is one of the most propulsive tactics of communication, especially when applied in the digital space, the area of guerrilla tactics of communication is one of the least explored areas of communication, not only in Croatia, but also in the world. Guerrilla marketing is used in the sense of unconventional tactics or tools of communication used in cases when financial resources are limited or non-existent. Today guerrilla communication, because of its virality and targeted reach has been used both by large and small organizations. In this paper is explored the scope and manner of using guerrilla communication by the Croatian agencies for public relations (PR agencies). The research was carried out through a survey distributed via e-mail and content analysis of PR agencies web sites. Given the fact that the guerrilla tactics of communication is scarcely researched field in the Croatian scientific and professional literature, purpose of this study was to determine whether the communicators in the Croatian PR agencies are familiar with the concept of guerrilla tactics of communication, to examine in which extent the Croatian PR agencies provide services of guerrilla tactics of communication, and to determine various reasons for the scarce application of guerrilla communication by the Croatian PR agencies.

Keywords

guerrilla communications; agencies; public relations; marketing; integrated marketing communications

Hrčak ID:

199660

URI

https://hrcak.srce.hr/199660

Publication date:

30.10.2017.

Article data in other languages: croatian

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