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
22
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.
The author indicates in Paragraph 3 that earned media____________.
选项
A、invite constant conflicts with passionate consumers
B、can be used to produce negative effects in marketing
C、may be responsible for fiercer competition
D、deserve all the negative comments about them
答案
B
解析
推断题。根据题干定位在文章第三段:科技革新带来的风险,消费者可以通过推荐商品而成为“无偿”媒介,同时技术革新让他们能够更快、更明显地表达观点,挟持媒介施加压力,而此处的媒介指的就是上文中提及的earned media;劫持媒介(hijacked media)就是无偿媒介的对立面。也就是说,无偿媒介有可能被劫持,转化为劫持媒介,进而给企业施加压力。由此可推断,这是一种负面效果,所以B项为正确答案。A项为反向干扰。C项非第三段讲解的内容。原文提到会有负面批评,但未提及是他们应得的,故D项为主观臆断。故本题选B。
转载请注明原文地址:https://kaotiyun.com/show/qRjY777K
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
个人信息保护立法的优劣,最重要的评价标准就是科学而且精准地________两大法律价值,一方面是保障个人信息权益,同时又不能过度影响个人信息的合理利用。相信随着各方积极参与讨论,________,最终一定会制定出一部良善的个人信息保护法,实现二者的____
2020年底颁布的《政府督查工作条例》是我国政府督查领域的第一部行政法规,是政府督查工作长期实践的系统总结。下列有关说法正确的是:
碧空如洗,草木竞荣,2020年初夏召开的全国两会极不平凡。两会期间,习近平总书记多次“下团组”,对做好统筹疫情防控和经济社会发展工作、应对当前的风险和挑战、永远保持同人民群众的血肉联系等方面作出重要指示,传递出攻坚克难、化危为机的坚定信心和力量。以下选项对
2020年,我国规模以上互联网和相关服务企业(以下简称互联网企业)业务收入12838亿元,同比增长12.5%,增速低于上年同期8.9个百分点。2020年,互联网企业实现营业利润1187亿元,同比增长13.2%,增速低于上年同期3.7个百分点;得益
按劳分配是社会主义的分配原则,它体现了()分配领域中社会主义性质的分配关系。
根据下列资料,回答下列问题。2012—2015年,我国民办小学入学人数同比增长最慢的年份是:
相关数据表明,中国每年的垃圾增长速度明显,但垃圾处理能力并没能跟上,北京的垃圾在未来四五年内将无地可埋,上海有的垃圾场已与居民区为邻。这很大程度上是垃圾不分类难以处理造成的。针对这一问题,有人认为,政府应当将垃圾不分类的代价明确告知公众。如果能明确告知公众
根据下列资料,回答下列问题。2016年,全国固定资产投资(不含农户)41378亿元,同比增长8.9%,增速比上年全年加快0.8个百分点。其中,国有控股投资14662亿元,增长14.4%;民间投资24977亿元,增长6.7%,比上年全年加快3.5个百分点,
Theroughguidetomarketingsuccessusedtobethatyougotwhatyoupaidfor.Nolonger.Whiletraditional“paid”media——suchas
Theroughguidet0marketingsuccessusedtobethatyougotwhatyoupaidfor.Nolonger.Whiletraditional“paid”media——suchast
随机试题
抗人球蛋白试验阳性见于
下列不符合甲状腺危象表现的是
催化肽键形成的肽酰转移酶是
关于宫颈涂片,下列哪项是错误的
尿崩症激素替代疗法包括
上海证券交易所固定收益平台的交易,自()起开始试行。
Wherearethespeakers?
•Readthearticlebelowabouthowtodealwithemployeeswithtradesecrets.•ChoosethebestwordtofilleachgapfromA,B,C
Franklin’slifeisfullofcharmingstorieswhichallyoungmenshouldknow-howhepeddledballadsinBoston,andstood,thegue
Chinahasoutlinedanewapproachtoforeigninvestment,withplannerssayingtheywillnowfocuslessonattractinglargeamoun
最新回复
(
0
)