2. 外语
  3. The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional " paid" media — suc

The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional " paid" media — suc

admin2013-01-10  57
问题     The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional " paid" media — such as television commercials and print advertisements — still play a major role, companies today can exploit many alternative forms of media. Consumers passionate about a product may, for example, create "earned" media by willingly promoting it to friends, and a company may leverage "owned" media by sending e-mail alerts about products and sales to customers registered with its Web site. In fact, the way consumers now approach the process of making purchase decisions means that marketing’s impact stems from a broad range of factors beyond conventional paid media.
    Paid and owned media are controlled by marketers promoting their own products. For earned media, such marketers act as the initiator for users’ responses. But in some cases, one marketer’s owned media become another marketer’s paid media — for instance, when an e-commerce retailer sells ad space on its Web site. We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment. This trend, which we believe is still in its infancy, effectively began with retailers and travel providers such as airlines and hotels and will no doubt go further. Johnson & Johnson, for example, has created BabyCenter, a stand-alone media property that promotes complementary and even competitive products. Besides generating income, the presence of other marketers makes the site seem objective, gives companies opportunities to learn valuable information about the appeal of other companies’ marketing, and may help expand user traffic for all companies concerned.
    The same dramatic technological changes that have provided marketers with more (and more diverse) communications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways. Such hijacked media are the opposite of earned media: an asset or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product. Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.
    If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk. In such a case, the company’s response may not be sufficiently quick or thoughtful, and the learning curve has been steep. Toyota Motor, for example, alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.
The author indicates in Paragraph 3 that earned media
选项 A、invite constant conflicts with passionate consumers.
B、can be used to produce negative effects in marketing.
C、may be responsible for fiercer competition.
D、deserve all the negative comments about them.
答案B
解析 文章第三段主要介绍了劫持媒体。第一句指出重大技术改革也可能带来风险，即一些充满激情的消费者将会以更快捷、更明显和更具毁坏性的方式利用这些技术变革，来表达他们的意见。接着说这种劫持媒体与免费媒体正好相反：一项资产或一个活动会成为消费者、其他利益相关者、对一种品牌或产品持否定评论的激进者的“人质”。由此可以推断，免费媒体有时被充满激情的消费者用来表达负面意见，转化为劫持媒体，给企业带来威胁。因此选项[B]“能够在营销中用来制造负面影响”正确。选项[A]中constant conflicts在文中没有体现；[C]属于无中生有；[D]“应该受到所有关于它们的负面评价”，文章只是说充满激情的消费者有时会利用免费媒体以破坏性的方式发表意见，而没有作出任何评论。
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