Author Levinson discusses being cost effective in marketing in chapter 7. I would be lying if I said I did not spend a ton of time looking up a different commercial (did theatre a while ago with a guy who used the phrase "mmm chocolaty" in a commercial with another actor who said, "not too hard not too soft," needless to say we made fun of him a lot) that had 3 people, one of whom was the founder of the company. But it also brought to mind the original general auto insurance commercials (see below). Now the company uses Shaq (Shaquille O'Neal) so their marketing budget has definitely increased.
This chapter offers loads of cheaper ways to advertise, as well as cost-effective measures on tracking how well the different advertising mediums are working. These items are important for entrepreneur's who are just starting out and are consistently watching their pennies. In returning to the commercial below, I remember seeing these early renditions in different office breakrooms in my early working days and thinking they marketed to those who could not afford insurance. In their current commercials they even elude to this long held belief and promote how their insurance stacks up against even the largest insurance agencies.
Levinson, J.C. (2007). Guerrilla marketing: Easy and inexpensive strategies for making big profits from your small business. Houghton Mifflin Company
https://www.amazon.com/Guerilla-Marketing-Inexpensive-Strategies-Business/dp/0618785914/ref=sr_1_4?crid=131TNV5PGKZZP&keywords=Guerrilla+Marketing%3A+Easy+and+Inexpensive+strategies&qid=1653170897&sprefix=guerrilla+marketing+easy+and+inexpensive+strategies+%2Caps%2C86&sr=8-4
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