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
财经
The rough guide to marketing success used to be that you got what you paid for.No longer.While traditional“paid”media—such as te
The rough guide to marketing success used to be that you got what you paid for.No longer.While traditional“paid”media—such as te
admin
2014-09-18
55
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 website.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 website.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 Baby Center,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.
According to Paragraph 2,sold media feature_______.
选项
A、a safe business environment
B、random competition
C、strong user traffic
D、flexibility in organization
答案
C
解析
根据文章第二段“We define such sold media as owned media whose traffic is so strong thatother organizations place their content or e—commerce engines within that environment,”由此可知C项是最佳选项。
转载请注明原文地址:https://kaotiyun.com/show/JQgc777K
本试题收录于:
英语题库银行系统招聘考试分类
0
英语
银行系统招聘考试
相关试题推荐
我们身处的社会是由无数人组成的,不管是大学生村官,还是白领实习生,都得和不同的人、不同的事情打交道,也必然会遭遇各种挫折、挑战。在这个过程中,采取什么态度来对待这些挫折、挑战,往往对最终结果具有决定性作用,而情商又决定了人们采取何种态度。从这个角度来看,情
介绍中国文化,当然要讲述中国的历史故事,要介绍各种文化遗产。但同时,更要展示在这些文化遗产后面的东西。这就是中国文化的精神与价值。例如,从杨柳青年画的欢乐喜庆,可以看到中国人对平安、富足生活的强烈愿望;从青州佛像的微笑,可以看出中国人无论是在太平岁月,还是
中国新一届政府在外交上的突出特点是更加自信和主动,大幅改变了近年来在南海、钓鱼岛等周边问题上疲于被动应付的局面。但中国外交“大国是关键、周边是首要”的原则并没有改变,而美国对中国来说无疑是关键中的关键。与美国相比,中国更承受不起中美关系的大起大落。让中美关
Allinternationalordersare__________viaGlobalExpressMailwithinfivetotenbusinessdays.
Doyoufindgettingupinthemorningsodifficultthatit’spainful?Thismightbecalledlaziness,butDr.Kleitmanhasanewexp
PassagethreeInhisbookTheTippingPoint,MalcolmAladuellarguesthatsocialepidemicsaredriveninlargepartbytheacting
Spousesofemployeesarewelcome________notrequiredtoparticiPateinthecompany’ssocialevents.
Thesetablesshowonlyourdomesticoperations;________internationaloperationsarenotincluded.
ASSOCIATIoNMANAGEMENTPOLICYAllorders,returns,replacements,andcorrespondenceregardingAssociationmaterialsshouldbedi
______aword,thismoviecanberatedasasuccessfuldomesticfilm.
随机试题
呕吐的病变脏腑主要在胃,还与哪些脏密切相关
下列哪项对葡萄球菌肺炎的诊断最重要
秦某,24岁,因服毒,同事们将已昏迷的他送往医院抢救,但没有人能知道他服毒的药物,护士应采取的护理措施是
A.麻醉药品B.第一类精神药品C.毒性药品D.第二类精神药品E.易制毒化学品连续使用后易产生生理依赖性,能成瘾癖的药品是
婴幼儿化脓性颌骨骨髓炎多发生于
对于城镇燃气(不包括液态燃气),其室外输配工程的表压不大于()MPa。
行政公产是指由行政主体(主要是指国家行政机关)为了提供公用而所有或管领的财产。这一概念主要包含了三层意思:第一,行政公产必须供公共之目的;第二,行政公产必须由行政主体所有或者管理;第三,行政公产是一种财产。根据上述定义,下列不属于行政公产的是:
即时通信系统通常需要支持两种基本的服务,它们是()。
What’stheespeciallybigissuethatholdsbacktheInternet?Whatarethemainfunctionsofafirewallsystem?
TheTruthabouttheEnvironmentA)Formanyenvironmentalists,theworldseemstobegettingworse.Theyhavedevelopedahit-lis
最新回复
(
0
)