It's all a matter of Principles

I decided to research some of the key principals that help define any kind of marketing as guerrilla marketing and these are some of the ones that came up most often.

• Guerrilla marketing should be based on human psychology rather than experience, judgement, and guesswork.
• Instead of money, the primary investments of marketing should be time, energy and imagination.
• Be very good at one thing, not just OK at lots of things.
• Forget about competition, instead find ways to work with or around other companies.
• Use current technology to build your work, not to replace it.
• Messages are aimed at individuals or smaller groups at a time (personal connections)
• Focuses on gaining consent of the individual to take in the information, rather than making a direct sale.

An other thing that was mentioned fairly often was that it's just as effective, if not more effective to have the form of advertising unconnected to the product or company advertised. This is so that the viewer will decide to take on the information rather than feeling like they're having it forced on them.