Our newsletterSurveyed consumers leaned towards agreeing that guerrilla ads influence them: 3.65 out of 5 for the ads, 3.78 for their buying behaviour
Performance measurement
| - | N | Mean | Std. Deviation | Std. Error Mean |
|---|---|---|---|---|
| Guerrilla Advertising | 200 | 3.65 | 0.75 | 0.05 |
| Consumer's buying behaviour | 200 | 3.78 | 0.85 | 0.06 |
Descriptive Statistics: N, Mean, Std. Deviation & Std. Error Mean for Guerrilla Advertising and Consumer Buying Behaviour
Descriptive Statistics: N, Mean, Std. Deviation & Std. Error Mean for Guerrilla Advertising and Consumer Buying Behaviour- Reader Note:
- Mean scores from 200 valid questionnaire responses, collected through convenience sampling, mostly at a university and on public promenades. Respondents rated statements on a 1–5 scale (1 = strongly disagree, 5 = strongly agree), so 3 is neutral and both averages sit between neutral and “agree”. Guerrilla advertising combines 5 statements about these ads; consumer buying behaviour combines only 2 statements about respondents’ own buying. The paper does not show the exact wording of the statements or the survey date, and the body text gives a slightly different guerrilla advertising mean (3.6425) than the table (3.6454). Answers are self-reported, not actual purchases.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- None
- Sample:
- Convenience sample of 200 valid questionnaire respondents drawn from a university and public promenades; 230 questionnaires were distributed according to the paper.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
- The source never says when this data was collected. It could be considerably older than the publication date suggests.
- The source never says how this number was measured.
- The source says how much it looked at, but not how any of it was chosen.
Related cards
Performance measurementTrend
Platform engagement and real effectiveness only line up in about one out of three creator ads, so most engaging content isn’t what will grow your brand
TrendPerformance measurementIdea
Idea
Open full graphMost marketers are making or planning changes to performance measurement for the AI web, mainly tracking brand visibility and citations in AI tools
Performance measurementTrend
Buyers often use Google Search or visit a cited website directly after seeing a brand mentioned in an AI answer
Go deeper on this topic
Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.
