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Products and services have to find customers in a fiercely competitive market. Large corporations have large advertising budgets and big marketing teams but small businesses may only have a small budget and they have to be a bit more imaginative. It's not just a matter of cost however, but of results and the recent trend for gorilla marketing is proving successful in many cases. Conventional TV campaigns, billboards and press advertisements are all expensive and the public is used to them and may have become desensitized to them. Niche marketing or aiming at a target audience is the modern way of doing things, aided by technology. The younger generation is particularly receptive to different sorts of promotions. Gorilla marketing, sometimes referred to as buzz marketing or stealth marketing, has also been taken up by bigger organizations.