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
考研
The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional "paid" mediasuch as
The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional "paid" mediasuch as
admin
2021-01-06
95
问题
The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional "paid" mediasuch as television commercials and print advertisementsstill 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 mediafor 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.
Toyota Motor’s experience is cited as an example of______.
选项
A、responding effectively to hijacked media.
B、persuading customers into boycotting products.
C、cooperating with supportive consumers.
D、taking advantage of hijacked media.
答案
A
解析
举例必然证明作者的观点,原文最后一个自然段中作者先论述了公司对消费者负面评论的回应问题,然后列举了丰田汽车的例子,从用词上我们可以判断出是一个正面的例子,即丰田汽车的回应“alleviated some of the damage”,所以,丰田汽车高效的回应被绑架式的媒体,故[A]为正确答案。
转载请注明原文地址:https://kaotiyun.com/show/rk1Z777K
0
考研英语一
相关试题推荐
TheTreasurycouldpocket20millionayearinextrafinesoncethecountry’sspeedcameranetworkisexpanded.Motoringorgani
TheTreasurycouldpocket20millionayearinextrafinesoncethecountry’sspeedcameranetworkisexpanded.Motoringorgani
Theideathatpeoplemightbechosenorrejectedforjobsonthebasisoftheirgenesdisturbsmany.Such【C1】______mayhowever,
Generallyspeaking,aBritishiswidelyregardedasaquiet,shyandconservativepersonwhois【C1】______onlyamongthosewith
Generallyspeaking,aBritishiswidelyregardedasaquiet,shyandconservativepersonwhois【C1】______onlyamongthosewith
【F1】Thevaluewhichsocietyplacesonworkhastraditionallybeencloselyassociatedwiththevalueofindividualismandasare
【F1】Thevaluewhichsocietyplacesonworkhastraditionallybeencloselyassociatedwiththevalueofindividualismandasare
Theroughguidetomarketingsuccessusedtobethatyougotwhatyoupaidfor.Nolonger.Whiletraditional"paid"media—sucha
Theroughguidetomarketingsuccessusedtobethatyougotwhatyoupaidfor.Nolonger.Whiletraditional"paid"media—sucha
随机试题
将十六进制数3F转换成等值的十进制的数。
A.肉毒梭菌B.产气荚膜杆菌C.志贺菌D.四季豆E.蚕豆食源性疾病中威胁生命致害因子有
关于胸膜腔闭式引流术的护理,错误的是
“会计人员应当遵守职业道德的行为,提高业务素质”这是我国首次在《会计法》中以国家法律形式对会计职业道德所做的具体规定。()
关于团体决策过程中经常使用的德尔菲技术的说法,正确的是()。
常用于心理危机干预的咨询形式是()。
2010年初,我国长三角、珠三角等地区“用工荒”加剧,不少企业拥有生产订单却招不满工人。下列有利于解决“用工荒”问题的措施有()。①维护劳动者的合法权益②政府统筹安排劳动者就业③引导劳动者树立正确的就业观④加强劳
大年初四,某市公安局分局派出所社区民警走进小区。女民警吴鑫身边围绕了不少居民,在社区阿姨等人眼里,她就像他们的女儿一样,为家家户户奔波忙碌。吴鑫开展的下列工作不属于直接服务群众的是()。
传统都有其“原本”,原本是传统的始发言行。传统的始发言行有其特定的原初行动者、受动者和叫作参照系的现实环境。随着时间的推移和历史的进展,原本逐步地被认为是具有权威性的、天经地义的、带有信仰性质的东西而为群体所接受,成为凝聚群体的力量,这样,原本也就逐步地形
设函数f(x)有二阶连续导数,且=-1,则
最新回复
(
0
)