Support media & direct marketing

WEB EXERCISE 8Support Media & Direct MarketingFocus: Chapters 13 & 14In this exercise you will learn more about a form of marketing communications that has recentlybecome highly popular among advertisers; I’m referring to Guerrilla Marketing. The following twolinks will take you to a website that has an overview and some examples of guerrilla marketing.Please read both pages carefully.1) you are done reading and looking at the examples, answer the following questions in thesubmission area within this folder. Make sure you integrate information from the website and thechapter readings into your answers. Be thorough but concise.1. What is Guerrilla Marketing and what type of media does it use?2. Why has Guerrilla Marketing been so successful that even big companies are incorporating it intheir advertising efforts?3. What kind of criticism has the use of Guerrilla Marketing received?4. The second article presents many forms of guerrilla marketing, which one seems to be the mosteffective and less risky? Which one seems to be the most deceitful and potentially harmful to acompany’s image? Briefly explain why.5. As a marketer, would you use Guerrilla Marketing for communications objectives or salesobjectives? Briefly explain why.

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