8. Guerrilla Marketing Myths Menu | 1 | 2 | 3 | 4 | 5 Myth: Marketing is successful if it is memorable.  Truth: Marketing is successful if it moves your product or service at a profit. Memorability has nothing to do with it. Whether people like it or not has nothing to do with it. Studies continue to prove that there is no relationship between remembering your marketing and buying your offering. All that matters is if people are motivated to make a purchase. So don't aim for memorability as much as desirability because that leads to profitability. Myth: Bad publicity is better than no publicity at all. Truth: Bad publicity is bad for your business. No publicity is a lot healthier for you. People just love to gossip, especially about businesses that have done something so awful that the media exposes it. Guerrillas love publicity but avoid bad publicity because they know it spreads faster than wildfire. Myth: All that really counts is earning a honest profit. Truth: Good taste and sensitivity also count. Marketing, as part of mass communications, is part of the evolutionary process. It educates, informs, announces, enlightens and influences human behavior. Because it does, it has an obligation to offend nobody, to present its material with taste and decency, to be honest and to benefit customers. If it does that and earns profits too, it is true guerrilla marketing. GUERRILLA EXERCISE: Notice the newspaper advertising, magazine ads, television spots, radio commercials direct mail, email, and websites designed to motivate you. Make a list of ten examples of this marketing that arises from people believing in the mythology of marketing. This will help you realize that as a guerrilla, you will never run a mythological marketing campaign.