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Introduction:

Guerrilla marketing has emerged as a popular and innovative strategy for organizations to create impactful and memorable campaigns in today’s saturated advertising landscape. This approach often involves unconventional methods that aim to surprise and engage the audience in unexpected ways. While guerrilla marketing has been extensively studied in the context of for-profit organizations, there is a lack of research on its effectiveness in non-profit campaigns.

This study aims to fill this gap by examining the effectiveness of guerrilla marketing in non-profit campaigns. By understanding how guerrilla marketing can be utilized to promote social causes and engage audiences, non-profit organizations can better achieve their communication objectives and drive social change.

Chapter 1: Introduction
1.1 Introduction
1.2 Background of Study
1.3 Problem Statement
1.4 Objective of Study
1.5 Limitation of Study
1.6 Scope of Study
1.7 Significance of Study
1.8 Structure of the Thesis
1.9 Definition of Terms

Chapter 2: Literature Review
2.1 Overview of Guerrilla Marketing
2.2 Non-Profit Marketing Strategies
2.3 Effectiveness of Guerrilla Marketing in For-Profit Campaigns
2.4 Theoretical Frameworks in Marketing
2.5 Impact of Social Media on Non-Profit Campaigns
2.6 Ethical Considerations in Guerrilla Marketing
2.7 Public Perception of Guerrilla Marketing
2.8 Measurement of Campaign Success
2.9 Case Studies of Successful Guerrilla Marketing Campaigns
2.10 The Future of Guerrilla Marketing in Non-Profit Organizations

Chapter 3: Research Methodology
3.1 Research Design
3.2 Sampling and Data Collection
3.3 Data Analysis Techniques
3.4 Questionnaire Development
3.5 Pilot Study
3.6 Validity and Reliability
3.7 Ethical Considerations
3.8 Limitations of the Research Methodology

Chapter 4: Discussion of Findings
4.1 Demographic Analysis of Respondents
4.2 Awareness and Engagement with Guerrilla Marketing Campaigns
4.3 Perceptions of Effectiveness
4.4 Comparison with Traditional Marketing Strategies
4.5 Impact on Donor Behavior
4.6 Success Factors of Guerrilla Marketing Campaigns
4.7 Challenges and Limitations
4.8 Recommendations for Non-Profit Organizations
4.9 Implications for Future Research

Chapter 5: Conclusion and Summary
5.1 Summary of Findings
5.2 Conclusion
5.3 Contributions to Knowledge
5.4 Practical Implications
5.5 Recommendations for Non-Profit Organizations
5.6 Future Research Directions

Thesis Overview:

The effectiveness of guerrilla marketing in non-profit campaigns is a topic of growing interest in the field of marketing and communication. This thesis aims to explore how non-profit organizations can utilize guerrilla marketing strategies to promote their causes, engage with audiences, and drive social change.

In Chapter 1, the introduction provides a rationale for the study, giving an overview of the importance of guerrilla marketing in non-profit campaigns. The background of the study, problem statement, objectives, limitations, scope, significance, structure, and definition of terms are also discussed.

Chapter 2 presents a comprehensive literature review on guerrilla marketing, non-profit marketing strategies, the effectiveness of guerrilla marketing in for-profit campaigns, theoretical frameworks, social media impact, ethical considerations, public perception, measurement of success, and case studies of successful campaigns.

Chapter 3 outlines the research methodology, including research design, sampling, data collection, analysis techniques, questionnaire development, pilot study, validity, reliability, ethical considerations, and limitations.

In Chapter 4, the findings of the study are discussed, including demographic analysis, awareness, engagement, effectiveness, comparison with traditional strategies, impact on donor behavior, success factors, challenges, recommendations, and implications for future research.

Finally, Chapter 5 presents the conclusion and summary of the thesis, highlighting the key findings, contributions to knowledge, practical implications, recommendations for non-profit organizations, and suggestions for future research directions. This thesis aims to provide valuable insights for non-profit organizations seeking to enhance their communication strategies through guerrilla marketing tactics.

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