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—such a
The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional "paid" media—such a
admin
2013-11-28
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 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 standalone 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.
Which of the following is the text mainly about?
选项
A、Alternatives to conventional paid media.
B、Conflict between hijacked and earned media.
C、Dominance of hijacked media.
D、Popularity of owned media.
答案
A
解析
主旨题。本文为议论文,B、C和D三项都只是涉及文中的一个细节,只有A项包括了文章中提到的所有传媒形式。
转载请注明原文地址:https://kaotiyun.com/show/JzGd777K
本试题收录于:
职称英语理工类A级题库职称英语分类
0
职称英语理工类A级
职称英语
相关试题推荐
ALEDLightingIsNotMatureBLEDLightingWillReplaceTraditionalLightingCAlmostEverythingCouldBetheMainLight
WatchingMicrocurrentsFlowWecannowwatchelectricityasitflowsthrougheventhetiniestcircuits.Byscanningthemagnetic
AGoalsBHistoryofWomen’sRightsMovementCStartofWomen’sRightsMovementDTraditionalStatusofWomenERightsofW
ManandComputerWhatmakespeopledifferentfromcomputerprograms?Whatisthemissingelementthatourtheoriesdon’tyet(51)
Ifroundwormsareremovedfromthesoilandplacedinaliquid,theythrashhelplesslyaround.
FoodandHealthThefoodyoueatdoesmorethanprovideenergy.Itcanhaveadramaticeffectonyourbody’sabilitytofig
Jimhasgainedsomuchweightthatalotofhisclothesdon’tfithimanymore.
Thegovemmentisdebatingtheeducationlaws.
ComputerMouseThebasiccomputermouseis【C1】______amazinglycleverinventionwitharelativelysimpledesignthatallowsu
Herfaithupheldherintimesofsadness.
随机试题
移行细胞癌最常发生的部位是
Whenthinkingaboutquittingsmoking,youshouldlistallthereasonswhyyouwanttoquit.Everynightbeforegoingtobed,rep
TheNewYorkpolicewereveryanxious_________aboutthecrime.
患者女,56岁。因“左耳前肿块2个月余”就诊,体检发现左耳前触及一个3cm×2cm质硬肿块,固定,边界不清,轻压痛。伴左面部感觉减退。手术过程中发现该患者左侧腮腺肿瘤与左侧面神经颞面干有粘连,但患者没有面神经麻痹表现,应该如何处理
营养不良可引起的致死并发症是
紧张反应表现为
教师要求小学生不仅仅要“知其然"还要“知其所以然”,这是注意了小学生思维()。
国家功能一般分为()。
英国一家非常受欢迎的专卖三明治的快餐店,最近把三明治的价格提高了0.2欧元,即从1.8欧元提到2欧元。可是涨价后仅仅一个月,所有的服务员都不约而同的辞职了。下列哪项如果为真,能最好的解释上述现象?()
IntheUnitedStates,campaigns【S1】______everyelectionandoftenbeginmanymonthsorevenyearsbeforetheelection.Tolaunch
最新回复
(
0
)