A term coined by Jay Conrad Levinson, former advertising director and marketing professor, in 1984 broadly meaning unconventional marketing in order to get maximum results from minimal resources. It is focused on rapidly gaining attention and amplification through word of mouth. Guerrilla marketing is contrasted with traditional marketing, as guerrilla warfare is different from traditional warfare. It has come to represent low-budget marketing in which innovation, daring, and wit are used to gain maximum exposure and attention using a targeted approach and concentrating both on new and unusual means of communication. Originally intended for small businesses which did not have access to vast corporate marketing resources, guerrilla marketing is now catching on in even the largest corporations who are seeking new ways to differentiate themselves in a noisy and cluttered market space. See also viral marketing.