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Skadar gerillamarknadsföring förtroendet till PR-branschen?: En kvalitativ studie om allmänhetens attityder till gerillamarkndasföring utifrån Lidls kampanj DILL
Umeå University, Faculty of Arts, Department of culture and media studies.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Is guerillamarketing harming the trust for the PR-industry? : A qualitative study of public attitudes on guerillamarketing based on Lidls campaign DILL (English)
Abstract [en]

Public relations is an important factor in an organisation's survival, it is essential in order to create and maintain excellent relationships with the public. Within an ever changing business environment, PR becomes increasingly important as the range of products and services in the market continues to grow and diversify. As the market grows, we see new marketing methods emerge to engage consumers at new levels. In 2013 the supermarket, Lidl, created a campaign built on guerrilla marketing. Lidl opened a luxury restaurant, hired a high profile chef and offered a very exclusive menu to its customers at a significantly cheaper price. As part of Lidl's campaign they then, three weeks later, facilitated by a TV commercial, revealed that all the food served in the restaurant came from Lidl.

The purpose of this study was to find out what the public opinion is in regards to guerrilla marketing based on the Lidl example. The study will also seek to highlight whether guerrilla marketing is of detriment to the public's trust of the PR industry as it does not always use methods which are deemed ethically correct. To carry out this study a qualitative method was chosen. Four focus group interviews, followed by a structured interview guide which consisted of a total of 16 volunteer participants. The focus groups were divided by the participant’s ages as the study also sought to examine whether there were differences and/or similarities between the generations attitude towards guerrilla marketing. 

The results of this study indicate that the respondents are in favour of guerrilla marketing because they think it is a fun and creative way for companies to market themselves. Despite the fact that Lidl’s campaign was built upon a lie, the respondents believe that the campaign is still ethically acceptable as its consequences do not hurt anyone. The respondents were in agreement that guerrilla marketing is not damaging to the credibility of the PR industry in the current situation. However, if companies frequently use guerrilla marketing as a method of marketing in the future, it could potentially damage the trust in the same way that the public has lost their trust in traditional advertising.

The conclusion of this study is that guerrilla marketing is a good method of marketing that generates instant attention of their target audience, however to create more sustainable relationships this method should be a part of a longer strategy.

Place, publisher, year, edition, pages
2014. , 38 p.
Keyword [en]
Public relations, Ethics, guerillamarketing, Trust, Image, Transparancy
Keyword [sv]
Public relations, Etik, Gerillamarknadsföring, Förtroende, Image, Transparens
National Category
Media and Communications
URN: urn:nbn:se:umu:diva-87962OAI: diva2:712621
Educational program
Programme in Media and Communication Studies: Strategic Communication
Available from: 2014-04-16 Created: 2014-04-15 Last updated: 2014-04-16Bibliographically approved

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Brander, Victoria
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