Guerrilla Marketing is a means to gain maximum exposure through minimal cost to the company. While there is a clear positive effect on the bottom line, the net effect on the brand's equity as perceived by the consumer had yet to be fully analyzed. The author contends that the effect will depend not only on how the consumers will perceive how they are being marketed to, through Guerrilla Marketing, but also depends on the medium used by the campaign. The author argues that the effects on brand equity can be either positive, negative or neutral. Being built on the element of surprise, Guerrilla Marketing tactics can often be praised for their originality, or blamed for being a nuisance, or a danger to local communities.