Impact of Traditional Advertising and Guerrilla Advertising on Quality Perceptions and Purchasing Behaviors of Consumers

Along with changes in the marketing field, the importance of consumers is increasing in all areas. The guerrilla marketing and advertising efforts aimed at capturing the consumer are aimed at aiming to change the consumer as well as being in the brand and buying behavior. Guerilla marketing is generally defined as the study put forward by non-traditional marketing methods to gain market share from competitors of small-scale enterprises. Guerilla advertising, one of the application areas of guerrilla marketing, is the transmission of messages intended to be sold to consumers without awakening the understanding of advertising. The purpose of researching this point is; traditional and guerrilla advertising in terms of consumers' quality perceptions and purchasing behavior within the relevant literature