If you open a new magazine, first of all you thumb through it. This is
an emotional feature. Then you open the page with a table of contents
and a article of the editor. It is cognitive feature.
The reader takes a hot of magazine in hands and thumbs through it. He
searches for allocated objects. This psychological feature is considered
at creation of guerrilla advertising. The bent page with advertising is
the first of such objects. The reader will necessarily open this page
when he will thumb through magazine. But a basis of provocation is a
sticker which was pasted on page with a word of the editor. The purpose
was to make impression, that the worker of the edition has left the
message to the editor-in-chief. And the magazine has casually got in
sale. The reader compares with a sticker and direct advertising. He
precisely remembers the name and branch of the company.
Advantage of journal guerrilla advertising is addressing to different
kinds of memory: visual, emotional, tactile. As the result is increase
of quantity of calls to the company on 60 %