Abstract:

In today’s competitive environment, it is necessary to continue its marketing communications activities and to maximize its profitability in order to accept the existence of small and medium-sized enterprises as well as to be able to compete with larger enterprises. In marketing communication, affect their customers with target audience in different ways. One of the ways to influence this is to use guerrilla marketing communication. Gerilla Marketing is a marketing strategy that is created with more imagination than money and creates unusual effects in order to give its customers unforgettable experiences. Thanks to low-cost or cost-free guerrilla marketing; the brand is being promoted, the target audience is affected, the marketing communication is continued in this way, is protected, and the business is passing the maximum. In the research, the Anadolu Insurance was selected from the advertising examples of gerilla marketing. By making an indicative analysis of the selected advertising, the meaning layers have been studied.

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