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
Depending on your age and memory, it was a week of radically new or reassuringly old developments in the advertising industry. T
Depending on your age and memory, it was a week of radically new or reassuringly old developments in the advertising industry. T
admin
2020-03-30
74
问题
Depending on your age and memory, it was a week of radically new or reassuringly old developments in the advertising industry. To Mark Zuckerberg, the boss of Facebook, a popular social-networking website, it was the former. Standing in front of about 250 mostly middle-aged advertising executives on November 6th, he announced that Facebook was offering them a new deal. "For the last hundred years media has been pushed out to people," he said, "but now marketers are going to be a part of the conversation. " Using his firm’s new approach, he claimed, advertisers will be able to piggyback on the "social actions" of Facebook users, since "people influence people. "
Mr. Zuckerberg’s underlying idea is hardly new. But, says Randall Rothenberg, the boss of the Interactive Advertising Bureau, a trade association, the announcements this week by Facebook and its larger rival, My Space, which has a similar ad system, could amount to a big step forward in conversational marketing. If new technologies that are explicitly based on social interactions prove effective, he thinks, they might advance web advertising to its fourth phase.
From the point of view of marketers, the existing types of online ads already represent breakthroughs. In search, they can now target consumers who express interest in a particular product or service by typing a keyword; they pay only when a consumer responds, by clicking on their ads. In display, they can track and measure how their ads are viewed and whether a consumer is paying attention better than they ever could with television ads. Yet now the holy grail of observing and even participating in consumers’ conversations appears within reach.
The first step for brands to socialize with consumers is to start profile pages on social networks and then accept "friend requests" from individuals. On My Space, brands have been doing this for a while. For instance, Warner Bros, a Hollywood studio, had a My Space page for "300", its film about Spartan warriors. It signed up some 200,000 friends, who watched trailers, talked the film up before its release, and counted down toward its DVD release.
Facebook, from this week, also lets brands create their own pages. Coca-Cola, for instance, has a Sprite page and a "Sprite Sips" game that lets users play with a little animated character on their own pages. Facebook makes this a social act by automatically informing the player’s friends, via tiny "news feed" alerts, of the fun in progress. Thus, at least in theory, a Sprite "experience" can travel through an entire group, just as Messrs Lazarsfeld and Katz once described in the offline world.
In many cases, Facebook users can also treat brands’ pages like those of other friends, by adding reviews, photos or comments, say. Each of these actions might again be communicated instantly to the news feeds of their clique. Obviously this is a double-edged sword, since they can just as easily criticize a brand as praise it. Facebook even plans to monitor and use actions beyond its own site to place them in a social context. If, for instance, a Facebook user makes a purchase at Fandango, a website that sells cinema tickets, this information again shows up on the news feeds of his friends on Facebook, who might decide to come along. If he buys a book or shirt on another site, then this implicit recommendation pops up too.
Facebook’s principle of "people influence people" is best reflected in its______.
选项
A、special pages for famous brands like Coca-Cola
B、Sprit Sips game on the Sprite page
C、tiny alerts of news feeds
D、profile pages and "friends request" to socialize people
答案
D
解析
根据文章第四段第二、三句“On My Space,brands have been doing this for a while.For instance,Warner Bros,a Hollywood studio,had a My Space page for‘300’,its film about Spartan warriors.It signed up some 200,000 friends,who watched trailers,talked the film up before its release,and counted down toward its DVD release.”可知,作者举了这例子:华纳兄弟在“我的空间”上通过友情邀请,成功签约大约20万人观看预告片,在发行之前炒作这部影片,并对DVD进行倒计时发行。由此可知,人与人相互影响的原则在友情邀请中效果最好。据此判断,答案是D。
转载请注明原文地址:https://kaotiyun.com/show/mUTO777K
0
考博英语
相关试题推荐
Malnutritionduringweaningage—whenbreastmilkisbeingreplacedbysemi-solidfoods—ishighlyprevalentinchildrenofpoorh
ItisincongruousthatthenumberofBritishinstitutionsofferingMBAcoursesshouldhavegrownby254percentduringaperiod
Scienceisadominantthemeinourculture.Sinceittouchesalmosteveryfacetofourlife,educatedpeopleneedatleastsome
InGermany,incontrastwithFrance,friendshipismuchmoreclearlyamatteroffeeling.Adolescents,boysandgirls,fromdeep
Theshygirlfelt______anduncomfortablewhenshecouldnotanswerherteacher’squestions.
Nowadaysadvertisingcostsarenolongerinreasonable______tothetotalcostoftheproduct.
LovewasintheairinaTokyoparkasnormallystaidJapanesehusbandsgatheredtoscreamouttheirfeelingsfortheirwives,p
TheInternetcanmakethenewsmoredemocratic,givingthepublicachancetoaskquestionsandseekoutfactsbehindstoriesan
(四川大学2010年试题)Youprobablyknowthatit’sbetterforbothyouandtheenvironmentifyoubuyanorganictomatoinsteadofon
随机试题
铁路运输的特点是什么?
一新生儿,孕34周早产,自然分娩,体重2350g。护士发现患儿口腔黏膜的上颚中线和齿龈切缘上有黄白色小斑点,此时应()
影像增强器的增益中包括
新《企业所得税法》规定的税率,非居民企业在境内未设机构、场所或虽设机构场所但所得与所设机构场所没有实际联系的,就其来源于境内所得纳税时,适用税率();
泥浆护壁成孔灌注桩开始灌注混凝土时,导管底部至孔底的距离宜为()。
证券公司设立时,确定业务范围需要考虑的因素有()。Ⅰ.财务状况Ⅱ.内部控制制度Ⅲ.合规制度Ⅳ.人力资源状况
初唐四杰中写檄文讨伐武则天的是()。
二战后期召开了四次会议,其中涉及日本问题的是()。①开罗会议②德黑兰会议③雅尔塔会议④波茨坦会议
简述存款保险制度的定义和影响。
RTLinux基本的设计理念就是“架空”Linux内核,以便让其他实时进程能尽快地被执行。RTLinux开发者并没有针对实时操作系统的特性而重写Linux的内核,而是将Linux的内核代码做一些修改,将Linux的任务以及Linux内核本身作为一个【75
最新回复
(
0
)