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
2015-06-27
47
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.
According to Paragraph 2, ______features sold media
选项
A、a safe business environment.
B、random competition.
C、strong user traffic.
D、flexibility in organization.
答案
C
解析
根据题干关键词sold media将答案依据定位于第二段第四句。该句提到,我们把这种sold media定义为owned media,由于其访问流量如此之大,以至于其他组织也希望将其内容或电子商务引擎放置在该环境中。由此可知,sold media的特征应该是[C]“强大的用户流量”。选项[A]、[B]、[D]均属无中生有,直接排除。
转载请注明原文地址:https://kaotiyun.com/show/iLXK777K
0
专业英语四级
相关试题推荐
AccordingtotheHadleyCentre,whatisgoingtohappenbythe2050s?
Wherecanpeoplefindthetallestredwoodtrees?
RainyBritain阴雨的英国Britainisfamousaroundtheworldforitsrainyweather,/butmanypartsofthecountrythisJune/ar
Hesaiditwasimpossiblefor______amistakeinacomputer’scalculation,soyoucanrelyonthat.
Although______Americanliterature,hefailedtorememberthewriterofthemasterpiece.
TheScholasticAptitudeTestisunderintensescrutinytoday,partlybecauseofthreatstoaffirmativeaction,changesinadmiss
JeanWagner’smostenduringcontributiontothestudyofAfro-Americanpoetryishisinsist-encethatit______inareligious,
Thedoctorthinkshe’ll______now.Histemperaturehasgonedown.
JazzisAmerica’scontributiontopopularmusic.【C1】______classicalmusic,whichfollowsformalEuropeantraditions,jazzis【C2
Choosingfoodsthat______yourbodyandbraincanhelppreventordelaydiseases.
随机试题
A.细动脉玻璃样变性B.冠状动脉血栓形成C.细动脉壁纤维素样坏死D.小动脉化脓菌栓塞良性高血压病的病理改变有
A.增快B.减慢C.在正常范围D.先不变后增快将血沉正常的人的红细胞放入血沉快的人的血浆中,红细胞的沉降率
义齿修复的时间应在拔牙后
患者男性62岁,急性前壁心梗20h后出现左心衰竭表现,临床上为了较正确地评价左心功能状态,以便指导治疗的最佳措施是
患者,男性,22岁。不能唤醒,呼吸不规则,血压70/40mmHg,大小便失禁,两侧瞳孔扩大,角膜反射消失,对针刺无反应,其意识状态是
属于Ⅰ型超敏反应性疾病属于Ⅳ型超敏反应性疾病
在装满水的圆柱形的容器盖上,加一力F=4kN,容器的尺寸如图所示,其中d=1m,h=2m。则容器内最大的相对压强是()。
下列选项中,票据债务人可以拒绝履行义务,行使票据抗辩权的有()。
甲的工作单位在H省A市,其单位在B市新开设一个分支机构,因此调甲到B市发展业务。甲因此转让处于A市的一栋住宅给乙,乙现居住在C市。两人在房屋买卖中产生了纠纷提起诉讼,则对该案件享有管辖权的法院是()。
A、30.B、20.C、60.D、0.C选项均为数字,因此听音时应关注与数字相关的信息。题目问女士每周抽多少根烟。会话中。男士问女士是否把自己描述为重度吸烟者。女士回答说,她不会把每周抽3包20支装的烟称之为重度抽烟,由此可见,女士每周抽20×3=
最新回复
(
0
)