Abstract

Social marketing can be summarized as marketing efforts that promote and encourage all kinds of changes and practices that can benefit the public. On the other hand guerilla marketing is briefly a marketing application that focuses on delivering the desired messages to the target audience with striking and unorthodox format and tools. In order to achieve the targeted social goals and to create the desired awareness, many institutions and organizations use guerrilla practices today. In this study, successful examples of institutions aiming at social marketing and implementing these goals with guerrilla practices were examined. Examples are examined in two sub-secition as a practices carried out by non-governmental organizations and commercial organizations whose primary objective is profitability. The data used for the analysis were obtained by document analysis and qualitative content analysis was used as the analysis method. With this method, the messages to be given in the sample applications examined were evaluated and interpreted.