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Carrying out advertising activities in foreign markets requires from enterprises resolution of the dilemma of how to programme the advertising strategy, making use of the standardised and proved in other markets solutions, or shaping new concepts compliant with the idea of individualisation. An objective of the article is to answer the question, which of these models is more often used in the Polish market by foreign enterprises and what effects of that are from the point of view of enterprises’ competitiveness, consumers’ perception and motivating them to buy.

Trends in international business show that successful companies are increasingly using
in their work non-traditional business methods. One of these ways to enhance the
competitiveness of enterprises is the “guerrilla marketing”– marketing concept, which aims to
find your marketing niche, reject competing with powerful competitors and non-traditional
but effective ways to advertise and promote their products and services. Today there isa
tendency to increase the proportion of guerrilla marketing in the general budget of

Nowadays advertising is an inseparable modern phenomenon that originated at the dawn of civilization, has gone through various stages of development, along with the evolution of the humanity. This is a form of marketing communication, an important component of complex marketing activities used to stimulate, persuade and manipulate enterprise’s audience. However, the current state of the market economy, characterized by improving