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
2013-01-10
34
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.
Consumers may create "earned" media when they are
选项
A、obsessed with online shopping at certain Web sites.
B、inspired by product-promoting e-mails sent to them.
C、eager to help their friends promote quality products.
D、enthusiastic about recommending their favorite products.
答案
D
解析
根据题干信息将答案依据定位于第一段第四句。该句提到:例如,迷恋某种产品的消费者可能会通过自愿地向朋友宣传该产品,而创建“免费”媒体,由此可以判断,选项[D]“热心推荐他们喜欢的产品”恰好与这一意思相符,其中enthusiastic和recommending分别是原文中passionate和willingly promoting的同义替换,故为答案。
转载请注明原文地址:https://kaotiyun.com/show/kChK777K
0
专业英语四级
相关试题推荐
Iflifeexpectancywereamarathon,youcouldsaythattheUnitedStatesisfadingfromthepack.Althougheveryoneislivinglo
Merryisawomanof______whohasneverabandonedherprinciplesforthesakeofwinningavote.
Whyistheworld’slargestdrugcompanyembroiledinaglobalcontroversy?
Thesmallestwordsinourvocabularyoftenrevealthemostaboutus,includinghonestyandthinkingstyle.Stopandthinkabout
WhenSpanishfootballclubBarcelonapaidUS$35millionforRonaldinholastsummer,theyweren’tbuyingaprettyface."Iam【C1】
WhenSpanishfootballclubBarcelonapaidUS$35millionforRonaldinholastsummer,theyweren’tbuyingaprettyface."Iam【C1】
Evidencecameup______specificsoundsarerecognizedbybabiesasyoungassixmonthsold.
I’m_____aboutthefootballteam’schancesofwinning,butheabsolutelydisagreeswithme.
Giventhebriefestofglancesatapicture,mostpeoplebelievetheyhavenothadtimetorecognizeanythinginitatall.Askt
Themilitaryauthoritiesareseriouslyconsideringabandoningtheexpensive______plane.
随机试题
欧姆表一般用于测量()。
泛制水丸的药材粉碎后,一般通过多少号筛
属于理化鉴别的内容是
以下关于医院感染监测指标的描述不正确的是
稀浆封层使用的乳化沥青可采用慢裂或中裂的拌合型乳化沥青,当需要减缓破乳速度时,可掺加适量的()作外加剂。
根据国务院《生产安全事故报告和调查处理条例》的规定,一般事故是指造成()。
某企业现着手编制2013年6月份的现金收支计划。预计2013年6月月初现金余额为8000元;月初应收账款4000元,预计月内可收回80%;本月销货50000元,预计月内收款比例为50%;本月采购材料8000元,预计月内付款70%;月初应付账款余额5000元
Afewyearsago,thebeliefbecamegeneral______orangejuiceandmilkshouldneverbedrunkatthesamemeal.
移动互联网(mobileInternet)的出现改变了我们的生活,智能手机的普及则颠覆了传统的支付方式。随着移动智能手机的普及,手机变身“移动钱包”。如今,中国大部分城市的居民几乎都在使用智能手机支付。作为一种以手机为主要工具对所消费的商品或服务进行支付
Thebiggestsafetythreatfacingairlinestodaymaynotbeaterroristwithagun,butthemanwiththeportablecomputerinbus
最新回复
(
0
)