There are over 100 Guerrilla Marketing weapons. How many do you employ? Avoid the temptation to confuse advertising, such as
newspaper ads and radio spots, with marketing. Advertising is a tool; marketing is your goal.

Ideally, you'll start with your marketing arsenal filled with eight or ten weapons, and then -- out of those -- choose the three or four which work best for you. Guerrillas are aware of all 100 weapons, experiment with many of them, keep careful track, weed out the losers, then go to the bank with the winners.