Özet:

Purpose - The aim of this study is to reveal whether university students are increasing their attitude towards guerrilla advertising compared to traditional advertising, interest levels, and whether the brand's memory is increased. Method - a experimental method is followed in the research. After a series of ads were followed to the experiment (gerilla ads) and control groups (traditional ads), the distribution of memory forms with attitudes and scales of interest to the advertising, the total of 100 students, including the half-experiment half-control group, collected data from September 16 to October 31, 2019. Results - According to the findings obtained, the attitudes towards guerrilla ads are more positive than the attitudes towards traditional ads. The level of interest in Gerilla advertising is higher than traditional advertising. Also, both unhelpful and helpful memory is more in guerrilla ads. Discussions - The guerrilla advertising, which is an unusual marketing technique, has become a method that many have often applied, with the understanding of its strength, while small-budget first used to compete with large-scale. Because they are unusual and often in unexpected times faced with consumers, they attract consumers’ interest, thus leading the consumer to develop positive attitudes to the advertising and brand, and at the same time their durability is high in mind.

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