Guerrilla marketing aims to achieve awareness primarily through:

• A. High-cost, conventional advertising campaigns.
• B. Creative and cost-effective ways to gain awareness through unconventional methods.
• C. Standard mass-media advertising.
• D. Only digital advertising.

Answer: (B)

Guerrilla marketing focuses on creating big impact with a small budget by using imaginative, unexpected tactics to grab attention and spark word-of-mouth buzz. That’s why the best choice describes creative and cost-effective ways to gain awareness through unconventional methods. The aim is to surprise, engage, and be memorable, rather than relying on expensive, traditional advertising campaigns or standard mass-media channels. Digital plays a role at times, but the essence isn’t limited to digital; it’s about inventive, nontraditional approaches that make people notice and talk about the brand. Examples include street-level stunts, pop-up experiences, or unexpected placements that generate buzz without the heavy costs of conventional media.