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—such a
The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional "paid" media—such a
admin
2013-11-28
59
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 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 standalone 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.
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
逻辑题。根据原文第三段内容earned media被劫持后就变成了hijacked media,从而变成了earned media的反面,那就是产生不利的影响。此题要求考生抓住句子间的逻辑关系。
转载请注明原文地址:https://kaotiyun.com/show/xzGd777K
本试题收录于:
职称英语理工类A级题库职称英语分类
0
职称英语理工类A级
职称英语
相关试题推荐
WatchingMicrocurrentsFlowWecannowwatchelectricityasitflowsthrougheventhetiniestcircuits.Byscanningthemagnetic
Whatdoestheauthormeanbysaying"I’mveryorganized"?Whoarethosepeoplewhoare"impossible"and"willneversettle"?
Vocationaleducationreferstoeducationforausualvocation.Insomecountries,inordertohelppeopletobecomecapableof
AFactorsLeadingtoEnergyWasteBHomeAppliancesCPropsalstoCutEnergyConsumptionDEnergyConsumptionTestETerawa
HowcanwebestdescribethepopularityofShakespeare’sworksamongtheEnglishspeakingpeople?Whatistheauthor’sattitude
ManandComputerWhatmakespeopledifferentfromcomputerprograms?Whatisthemissingelementthatourtheoriesdon’tyet(51)
EarthquakeEveryyearearthquakesareresponsibleforalargenumberofdeathsandavastamountofdestructioninvarious
Highwagesandrestrictiveworkpracticesaresaidtohavecreatednewnonunioncompetition.
Asmembersdroppedout,theclubbecamesmallerandsmaller.
AccurateTimerThesedaystimeiseverything.Betweenmeetingsandappointments,deadlinesandconferencecalls,myschedule
随机试题
劳务派遣单位应当依照公司法的有关规定设立,注册资本不得少于()
()是运用归纳推理形式所进行的论证。
Formanyyoungpeoplewhohavenotbeendirectlyexposedtoviolenceintheirowncommunities,theentertainment【B1】______(telev
幼儿每日所需能量为
风险分析常用的比较成熟的方法是()。
业主委员会履行下列职责的是()。①召集和主持业主大会②草拟、修订业主公约和业主委员会章程并报业主大会通过③选聘或者解聘物业管理企业,与物业管理企业订立、变更或者解除物业管理合同④依照法律、法规、政策规定统筹有关物业共用部位、共用设备设施维修基金
洁净室及洁净区空气中悬浮粒子洁净度等级共划分为()个等级。
温家宝同志在第九届全国人大二次会议上指出,要继续实施科教兴国战略,切实把教育放在优先发展的地位,用更大的精力、更多的财力加快教育事业的发展:要继续集中力量完成国家中长期科学和技术发展规划的编制,确定未来15年我国科技发展战略、目标、任务和政策;要认真实施人
设二次型f(x1,x2,x3)=xTAx在正交变换x=Qy下的标准形为y12+y22,且Q的第三列为。证明A+E为正定矩阵,其中E为三阶单位矩阵。
Lookatthetablebelow.Youwillhearawomantalkingaboutpropertytorent.Listentotheinformationandwritethemissingn
最新回复
(
0
)