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Abstract


Semiotic Analysis Of Guerrilla Marketing Ads: Anatolia Insurance Sample

In today's competitive environment; In addition to adopting the existence of small and medium-sized enterprises, in order to compete with larger enterprises, it must maintain its marketing communication activities and maximize its profitability. Businesses in marketing communication affect their customers who are the target audience in different ways. One way to influence this is to use guerrilla marketing communication. Guerilla marketing is a marketing strategy that creates extraordinary effects that are created with imagination rather than money, in order to give its customers unforgettable experiences. Thanks to guerilla marketing at low wages or at no cost; the brand is being promoted, the target group is affected, the marketing communication is continued in this way, it is protected and the operation goes into maximum profit. Anatolia Insurance, one of the examples of guerrilla marketing advertising, was selected. The semantic analysis of the selected advertisement was made and the meaning layers were examined.



Keywords
Marketing, Guerilla Marketing, Communication, Semiotics Analysis.



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