As consumers lose interest in traditional advertising，guerrilla marketing(游击营销)，which relies on eyecatching methods，is becoming fashionable.But much of it misses the mark.Even by New York standards，things have been strange on the streets lately.Some 8，000 wallets were dropped onto Manhattan’s pavements last winter，but not by careless shoppers.Instead of cash inside，curious New Yorkers found a card and the address of a charity website，at which they could donate money.More recently an Internet search engine sent 35 actors dressed as British butlers(管家) to the U．S．
Open tennis tournament to guide visitors to their seats and answer tennis questions.Some wellknown firms are acting strangely，too.This summer，a chain restaurant helped to support Russia’s space agency by putting a tenmeterhigh，$1.25 million ad on a rocket sent into space.In America，marketers have even approached a soft drinks company with the idea of projecting its logo(标识) onto the moon.
Marketing tricks are hardly new，but they are becoming more frequent，more extreme，and more widespread—earning a name all of their own：guerrilla marketing.One advantage of guerrilla marketing，claim its fans，is that it is cheaper than typical TV or print advertising.This has particular appeal to Internet firms as they run out of cash，having poured too much money into traditional advertising.A healthadvice site cut its monthly marketing budget by 95%，to $50，000，by reducing paid TV advertising.Instead，it relies on excitement created by marketing tricks，such as giving away free products.
Of course，guerrilla marketing’s appeal is often shallow.A quick Internet search throws out 12，000 references to the term，but most of the websites are surprisingly ordinary.Many tricks are neither memorable nor clever enough to raise brand awareness and boost sales.
While there is no doubt that extreme marketing can create noise，raising wrong expectations lays advertisers open to criticism，especially if the products they push end up being nothing special.Good marketing simply helps wordofmouth to spread.If advertisers are smart，guerrilla marketing could develop into something that is as focused as it is fun.If not，it will do little but add to the noise.
【解题导语】 本文是一篇说明文。随着消费者越来越疏离大众广告，游击营销正变得越来越流行，但如何才能让游击营销成为既有趣又有效的营销方式是值得很多人思考的问题。
1．How does the author explain the idea of guerrilla marketing?
A．By giving examples.
B．By describing a process.
C．By making comparisons.
D．By presenting research findings.
A 解析：写作手法题。由第一、二段中提到的a charity website，an Internet search engine，a chain restaurant和a soft drinks company可知，作者主要通过举例说明这几个公司或网站是如何进行营销的来阐明游击营销这一概念。
2．Compared with traditional advertising，guerrilla marketing ________．
A．is more interesting and useful
B．can help save on advertising costs
C．can attract more Internet customers
D．is mostly adopted by small companies
B 解析：细节理解题。由第三段中的One advantage of guerrilla marketing，claim its fans，is that it is cheaper than typical TV or print advertising.可知，游击营销比传统的营销方式省钱。
3．What does the underlined word“boost”in Paragraph 4 mean?
A．Stop. B．Achieve.
C．Close. D．Increase.
D 解析：词义猜测题。由画线词前的raise brand awareness以及该段中的guerrilla marketing’s appeal is often shallow可知，很多游击营销技巧既没有让消费者记住产品，也没有高明到足以提高品牌的知名度和销量；由此可知，boost意为“提高；增加”。
4．What’s the author’s opinion on guerrilla marketing?
A．It has nothing special to offer.
B．It will enjoy increasing popularity.
C．It can be effective if wisely dealt with.
D．It often brings people wrong expectations.
C 解析：推理判断题。由最后一段中的If advertisers are smart，guerrilla marketing could develop into something that is as focused as it is fun.可知，如果打广告者很聪明，那么游击营销有可能发展成为既有趣又能专注产品特点的成功营销模式。
