首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
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
admin
2017-06-29
74
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 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
细节题。回文章定位:Such hijacked media are the opposite of earned media:Members of social networks,for instance,are learning that they can hijack media to applypressure on the businesses that originally created them.第二句中的they can hijack media,此处的的media就是earned media。当它被劫持后就变成了hijacked media,进而成为了earned media的反面那就是产生不利的影响,所以答案是B。
转载请注明原文地址:https://kaotiyun.com/show/F0FO777K
0
考博英语
相关试题推荐
Inspiteof"endlesstalkofdifference",Americansocietyisanamazingmachineforhomogenizingpeople.Thereis"thedemocrati
Duringthepastgeneration,theAmericanmiddle-classfamilythatoncecouldcountonhardworkandfairplaytokeepitselffin
TheBushcrowdbristlesattheuseofthe"Q-word"—quagmire(沼泽)—todescribeAmericaninvolvementinIraq.Butwithoursoldiers
Ascorchingsun,anendlessseaofsandandawaterless,forbiddinglylonelyland—thatistheimagemostpeoplehaveofdeserts.
Itisoffencetoshow_____againstpeopleofdifferentraces.
Scholarsmaintainthatsocialdevelopmentcaneasily____languagechanges.
GrandTetonNationalPark____themostscenicportionoftheglaciated,snow-coveredTetonRange.
democracyimaginationdifferentflexibilityovercomeonlineoffertraditionalmodern
democracyimaginationdifferentflexibilityovercomeonlineoffertraditionalmodern
Nottoomanydecadesagoitseemed"obvious"bothtothegeneralpublicandtosociologiststhatmodernsocietyhaschangedpeop
随机试题
关于有限责任公司股东名册制度,下列哪些表述是正确的?
治疗久哮肺肾两虚证,可选用的方剂有
下列对消毒剂杀菌效果的描述不正确的是
正常成人每天经肾小球滤过形成原尿约()
任何单位和个人不得占用下列()地方进行建设。
“开始”菜单中的主要菜单项有()。
个体工商户凭营业执照以字号或经营者姓名开立的银行结算账户纳入个人银行结算账户管理。()
评价公司经营战略比较困难,因为战略评价指标或方法难以标准化。()
刘某编写一本具体描写男男同性恋性行为的书籍,其中还充斥着大量与性有关的暴力、虐待、侮辱等行为。该书通过微博宣传、吸粉,后通过淘宝网店对外销售,引起了国家扫黄打非办的注意,被国家新闻出版广电总局出版产品质量监督检测中心鉴定为淫秽出版物。案发时刘某已经通过网络
(2013年上半年)在项目执行阶段,一名团队成员识别了一项新风险,此时,应该(54)。
最新回复
(
0
)