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 — suc
The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional " paid" media — suc
admin
2015-06-27
28
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, for example, 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 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.
Consumers may create "earned" media when they are
选项
A、obsessed with online shopping at certain Web sites.
B、inspired by product-promoting e-mails sent to them.
C、eager to help their friends promote quality products.
D、enthusiastic about recommending their favorite products.
答案
D
解析
根据题干信息将答案依据定位于第一段第四句。该句提到:例如,迷恋某种产品的消费者可能会通过自愿地向朋友宣传该产品,而创建“免费”媒体,由此可以判断,选项[D]“热心推荐他们喜欢的产品”恰好与这一意思相符,其中enthusiastic和recommending分别是原文中passionate和willingly promoting的同义替换,故为答案。
转载请注明原文地址:https://jikaoti.com/ti/UJKMFFFM
0
专业英语四级
相关试题推荐
WashingtonUniversityinSaintLouis,Missouri,isamedium-sizeduniversity.Ithaseleventhousandstudents.Twelvepercentof
CheneysaidtheU.S.isstronglycommittedto
WaterSports水上运动Thehistoryofman’sinvolvementwithwatersports/stretchesbackbeforehistorywaswrittendown./Iti
Inthesentence"Wefounditimpossibletogeteverythingreadyinsuchshorttime",theitalicizedpartisthe______.
Thenurseshouldbepatientand______towardsthepatients’needs.(1998年考试真题)
IfyouhavereallybeenstudyingEnglishforsolong,it’sabouttimeyou______abletowritelettersinEnglish.
WhatdoesthedoctorgiveJessicaonthedayoftheirmeeting?
Inisrael,apoliticallypowerfulJewishreligiousleaderistryingto______.
Variabletuitionfeeswillnotcreateatwo-tiermarketinhighereducation,insistsagroupofleadinguniversitiesinastrong
随机试题
转化率越大,原料利用率越高,则产率越小。 ()
宗教裁判所秘书性工作产生和保管的文书档案大多保存于【】
Mybrother,Henry,hasanexcellentjobatabank.Icouldn’t【C1】______him【C2】______hetoldmethathehaddecidedtogiveit【C3
试述直肠癌改良的Dukes分期法。
首次将咳嗽分为外感、内伤的医家是
邮票蕴含着丰富的历史信息。下图反映的是()。
出版社编辑小朱校对一本书,已校对与未校对的比为4:5,后来又校对了60页,两者之比变为5:4。这本书的页数为()。
哈钦斯委员会(中国社会科学院2006年研;北大2003年研)
对犯罪客体按照其范围大小可划分为()(2009年基础课多选第21题)
甲、乙订立一份买卖合同,约定甲于3月1日前交货,乙收到货后3个月内付款。到了3月1日,甲发现乙的财产状况严重恶化,甲于是停止交货。乙得知后向甲声称愿意以自己的一幢大楼抵押给甲,该大楼的价值远在货款之上。则下列表述错误的是()。
最新回复
(
0
)