Talk in Communication about guerrilla marketing

The ASO School of Communication organized on June 17 the talk on guerrilla marketing with the research professor Cecilia Ugalde and with Juan Pablo Madero, a graduate of the degree.

The videoconference was opened by Professor Ugalde, who proposed a “ping-pong” of ideas with the other speaker to reflect on a topic that they are both passionate about.

"Guerrilla marketing is an advertising strategy that is gaining strength, even in times of crisis like the one we are experiencing because it has a lower cost and generates more impact," said Ugalde.

The name was created in the 80s by writer Jay Conrad Levinson and is based on the tactics of insurgent groups such as guerrillas who, when fighting an enemy with more resources, use the surprise factor to attract attention.

Madero, at the beginning of his talk, adopted the figure of ping-pong that Ugalde had proposed and indicated that this strategy is as dizzying as the game; He defined it as an "explosion of creativity."

But the exhibitor added that "it does not have to be loose and must always bear in mind the entire commercial strategy of the brand in question."