guerrilla marketing tactics have been key to our success - the term is used by most all of us (present and former) ad guys in the same way - cheap, down and dirty and, cost effective

the phrase was first coined in the early '80s (in my "hay day") and is like anything else "guerrilla" - unconventional, aggressive and sometimes controversial

viral campaigns are run this way and the internet has paved the way in terms of a gazillion outlets for "free" branded products - branding is essential in order for this form of marketing to work

again, case in point - our ad for mac in 1084 revolutionized the industry http://www.apple-history.com/1984.html