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
34
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.
According to Paragraph 2,sold media features____________.
选项
A、a safe business environment
B、random competition
C、strong user traffic
D、flexibility in organization
答案
C
解析
细节题。根据题干定位在文章第二段第四句,指出“售出媒介”的特征包括:流量非常大、其他结构将广告内容或电子商务引擎投放其中、属于自有媒介。C项对应第一个特点,故为正确答案。A项根据“出售媒介”的定义设置干扰;B、D两项根据第二段第六、七句有关BabyCenter这个“售出媒介”的细节设置干扰,故排除。故本题选C。
转载请注明原文地址:https://kaotiyun.com/show/lRjY777K
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
公共健身器材主要由政府采购、体育部门赠予、开发商自行购置后投放。按规定,受赠单位负责管理和日常维护并承担经费;各单位自行购置的则由各单位负责管理维修和承担费用。规定很明确,但执行中常常出现各种盲区。首先,受赠方往往无配套资金,需要维修时一问三不知;其次,日
根据下列资料,回答下列问题。以下说法正确的是:
花园中有六种不同的花,需要喷洒各种特制的杀虫剂,园丁正确喷洒所有花的杀虫剂的概率为:
网上商店很多都不需要固定的经营地址,他们只要在网上申请一个空间就可以在上面卖东西了。这种无证经营很普遍,但却很难找出究竟是谁在经营。网上开店缴税之所以不好监管,是因为开店者不去有关部门登记。目前网上的许多商家,打着C2C(个人对个人)的旗号从事商业交易,没
根据下列资料,回答下列问题。2015年全社会同定资产投资562000亿元,比上年增长9.8%,扣除价格因素,实际增长11.8%。2015年,固定资产投资(不含农户)为:
虚假诉讼是指当事人出于非法的动机和目的,利用法律赋予的诉讼权利,采取虚假的诉讼主体、事实及证据的方法提起民事诉讼,使法院作出错误的判决、裁定、调解,从而侵害国家、集体、他人合法权益或逃避履行法律文书确定的义务的行为。根据上述定义,下列属于虚假诉讼的是:
善意取得是指无权处分他人财物的占有人,将财物转让给第三人以后,如果受让人在取得该动产时出于善意(非基于故意和重大过失,而对转让人无处分权的情形不知情),就可以依法取得对该动产的所有权,受让人在取得动产的所有权以后,原所有人不得要求受让人返还财产,而只能请求
根据蒙代尔政策搭配理论,当一国国际收支出现逆差、国内通货紧缩严重时,合理的政策选择为()。
CigarettesmokingisahealthhazardofsufficientimportanceintheUnitedStates.Itwas50yearsagothismonththatAmerica’s
在借贷记账法下,期末结账以后,一般有余额的账户有()。
随机试题
非法持有鸦片不满()克,属于违反治安管理行为。
下列哪一脏器破裂早期症状,经常只有局限性腹膜炎()
慢性阑尾炎诊断的要点中,最重要的是
使胰蛋白酶原最先活化的物质是
A、单萜B、二萜C、倍半萜D、三萜E、四萜6个异戊二烯单位聚合而成的萜类名称为()
肝内肿块出现典型的环征和肿块内的小气泡则可诊断肝脓肿。()
质量活动体的自我控制和他人监控,属于______的控制方式。
OilandEconomyCouldthebadolddaysofeconomicdeclinebeabouttoreturn?SinceOPECagreedtosupply-cutsinMarch,th
ThequestionIamaskedmostoftenlikeItravelaroundtheworldspringsfrom【M1】______people’sdeepestfear:"Jane,doyou
ThefollowingisaJobAdvertisement.Afterreadingit,youshouldgivebriefanswerstothe5questions(No.56throughNo.60)
最新回复
(
0
)