Consumers are overwhelmed with information about products and advertisements every day. Therefore, many companies decide to look for new, creative ways of advertising. This is where guerrilla marketing "appears". Guerrilla marketing, in the fight for consumer attention, offers a unique opportunity to attract the target audience through advertising. Guerrilla marketing was popularized in Jay Conrad Levinson's 1984 book, Guerrilla Marketing, and is derived from the term guerilla warfare, which means the use of unconventional combat tactics in warfare. In guerrilla marketing, it refers to tactics that differ from traditional advertising tactics and methods. Guerrilla marketing is a strategy that uses unconventional methods and techniques, i.e. elements of surprise and small investments of funds from the budget to promote products and services to reach the target audience and make a profit. The goals of this paper are to explain and define guerrilla marketing and advertising and communication with the target audience with examples from practice. Although guerrilla marketing is available to businesses of all sizes, it is notable for being best suited for small businesses with limited resources. Adequate application of this advertising method achieves great effects with maximum publicity and exposure to the target audience with the use of minimal resources.