http://www.inquiriesjournal.com/keyword/guerrilla-advertising Inquiries Journal provides undergraduate and graduate students around the world a platform for the wide dissemination of academic work over a range of core disciplines. en-us Sat, 13 Jun 2026 10:05:07 -0400 Sat, 13 Jun 2026 10:05:07 -0400 http://www.inquiriesjournal.com/articles/970/the-efficacy-of-guerrilla-advertising-on-public-health-issues By Kendal Cinnamon - While commercial businesses utilize guerrilla advertising regularly nowadays, the practice has crossed over into non-commercial territory: the public health industry. The purpose of this study is to assess the perceived efficacy of guerrilla advertising tactics, specifically as applied to public health issues. Based on fear appeal, sensory involvement, and environmental circumstances, three important components for measuring the efficacy of advertisements, the author created a measurement instrument called the Resonance and Impact Analysis (RIA) Scale that was used to measure three guerrilla-style... Thu, 29 May 2014 06:36 EDT http://www.inquiriesjournal.com/articles/970/the-efficacy-of-guerrilla-advertising-on-public-health-issues