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
公务员
The rough guide t0 marketing success used to be that you got what you paid for.No longer.While traditional“paid”media——such as t
The rough guide t0 marketing success used to be that you got what you paid for.No longer.While traditional“paid”media——such as t
admin
2020-03-28
38
问题
The rough guide t0 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.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 CuYve 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。第一段指出除了传统的媒介方式,还有很多其他媒介形式;第二段讲述了自有媒介和付费媒介;第三段分析了劫持媒介的弊端;第四段举例说明有效回应劫持媒介的重要性。从文章四个段落的分布来看,第一段提及其他媒介形式,而第二、三、四段分别讲述了不同的媒介形式。由此可判断A项为正确答案。B项只涉及两种媒体,C、D两项只涉及一种,故均排除。故本题选A。
转载请注明原文地址:https://kaotiyun.com/show/SRjY777K
本试题收录于:
银保监财经类题库国家公务员分类
0
银保监财经类
国家公务员
相关试题推荐
从所给的四个选项中,选择最合适的一个填入问号处,使之呈现一定的规律性:
关于《中华人民共和国民法典》,下列说法错误的是:
《关于培育和践行社会主义核心价值观的意见》指出,要健全教师任职资格准人制度,将()作为教师考核、聘任和评价的首要内容。
有价无市是指价格高,但交易的不多。一般指行情很高,但销售形势并不好。有市无价是指市场上交易频繁,但价格不高。一般指供应量大导致价格上不去。根据上述定义,以下说法正确的是:
城市公共交通是政府管辖的领域,共享单车的进入,减少了政府的财政支出。通过市场竞争来解决交通出行的问题,既减少了碳排放,减少了交通拥堵,又有助于骑行者的健康。丹麦是自行车之国,丹麦62%的国会议员都会骑自行车上班。丹麦每年因为骑自行车为政府节省800万欧元。
根据下列资料,回答下列问题。2016年,全国固定资产投资(不含农户)41378亿元,同比增长8.9%,增速比上年全年加快0.8个百分点。其中,国有控股投资14662亿元,增长14.4%;民间投资24977亿元,增长6.7%,比上年全年加快3.5个百分点,
互联网已经覆盖我们生活的方方面面,在给我们带来诸多便利的同时,也潜藏着安全风险。维护网络安全不是抽象、遥远的概念,而是与我们生活息息相关的“柴米油盐”,必须提高网民的网络安全意识。网络安全周的宣传教育,正是为了树立网民的网络安全观念:维护网络安全,人人有责
根据下列资料,回答下列问题。2016年年末,全国参加基本养老保险人数为88777万人,比上年年末增加2943万人。全年基本养老保险基金收入37991亿元,比上年增长18%,其中征缴收入27500亿元,比上年增长16%。全年基本养老保险基金支出34004亿
CigarettesmokingisahealthhazardofsufficientimportanceintheUnitedStates.Itwas50yearsagothismonththatAmerica’s
下列不良资产不得进行批量转让的是()。
随机试题
将计划划分为业务计划、财务计划和人事计划,其分类标准是()
视网膜脱离
静息电位产生的离子基础是
慢性肾上腺皮质功能减退症临床表现,哪项少见
不属于构音器官训练的是
管道系统的清洗应在()进行。
教师发现班上有一名学生缺课,就会联想到该生缺课的各种可能性。这种心理活动属于()
第一个早期共产党组织是陈独秀等人在()建立的。
根据下列统计资料回答问题。2014年全国国内游客36.1亿人次,同比增长10.7%,国内旅游收入30312亿元,同比增长15.4%。入境游客12849万人次,同比下降0.5%。在入境游客中,过夜游客5562万人次,与上年基本持平。国际旅游外汇
如图,连续函数y=f(x)在区间[-3,-2],[2,3]上的图形分别是直径为1的上、下半圆周,在区间[-2,0],[0,2]的图形分别是直径为2的下、上半圆周.设则下列结论正确的是
最新回复
(
0
)