The guerrillas of the modern day marketing arena have been eyeing the innovative
strategies to promote their products. They aim to grab the maximum attention
with least amount the capital spent. This is what guerrilla marketing revolves
around. YouTube has evolved as one such platform. It is being used as a powerful
medium by the marketing managers to advertise their products on a world-wide
stage by less spending. The paper throws light on the effectiveness of YouTube as
a guerrilla strategy to know what attributes in a YouTube advertisement attracts
the viewers to view and like it. Content analysis of fifty advertisements on YouTube
of the consumer electronics segment has been done to know how the audience
response to this new form of advertising platform