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
81
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
Iexpressedmy______tomycolleaguesatbeingunfairlydismissedbyourcompany.
Sociologistsuse"power"torefertothecapacityofpeopletocontrolorinfluencetheactionsofothers.Sociologistsstudypo
Tasteissuchasubjectivematterthatwedon’tusuallyconductpreferencetestsforfood.Themostyoucansayaboutanyone’si
Georgehadstolensomemoney,butthepolicehadcaughthimandhehadbeenputinprison.Nowhistrialwasabouttobegin,and
Mathematicalabilityandmusicalabilityarecloselyconnected.Mybook"Late-TalkingChildren"drovethepoint【C1】______.Thre
Thesmallestwordsinourvocabularyoftenrevealthemostaboutus,includinghonestyandthinkingstyle.Stopandthinkabout
______ofthetwinswasarrested,becauseIsawbothatapartylastnight.
Giventhebriefestofglancesatapicture,mostpeoplebelievetheyhavenothadtimetorecognizeanythinginitatall.Askt
I’lltryashardasIcanbutIdon’tthinkIhavemuch______ofwinningthegame.
随机试题
陶渊明作品中属于豪放风格的是()
癫痫病人发作时的护理措施是()
医疗保健机构为公民提供的婚前保健服务包括下列内容
A.小便混浊如米泔B.小便清长C.小便短赤,淋漓涩痛D.小便失禁E.小便量少浮肿中气下陷证多见
我国《合同法》规定:“合同是平等主体的自然人、法人、其他组织之间()民事权利义务关系的协议。”
施工招标阶段,招标人发给投标人的下列书面文件中,不构成对招标人和投标人有约束力的招标文件组成部分的是( )。
按照经济内容分,本年利润属于( )科目。
到现在为止,仍有较多人未建立应有的退休储备。关于其原因阐述不准确的是( )。
在向后弯曲的个人劳动力供给曲线上,具有负斜率向左上方倾斜的部分,当工资率上升时,()。
Imaginefishermenwalkingdowntotheseashore,readytocarryouttheirearlymorningroutineofpreparingtheirboatsandnet.
最新回复
(
0
)