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" 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
2019-07-08
37
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.【F1】
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.【F2】
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.【F3】
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.
【F4】
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.
【F5】
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.
【F3】
选项
答案
而其他营销者的出现不仅带来了收入,还令该网站看起来公正客观,并且使各个公司有机会从其他公司的营销活动中获得可贵的信息,或许还有助于扩大所有相关企业的用户流量。
解析
转载请注明原文地址:https://jikaoti.com/ti/NxH7FFFM
0
考研英语一
相关试题推荐
Everyhumanbeinghasuniquearrangementofskinonhisfingersandthisarrangementisunchangeable.Scientistsandexpertshav
Healthimpliesmorethanphysicalfitness.Italsoimpliesmentalandemotionalwell-being.Anangry,frustrated,emotionally【B1
Inthelate1960’s,manypeopleinNorthAmericaturnedtheirattentiontoenvironmentalproblems,andnewsteel-and-glassskysc
Ifitwereonlynecessarytodecidewhethertoteachelementarysciencetoeveryoneonamassbasisortofindthegiftedfewan
SomehistorianssaythatthemostimportantcontributionofDwightEisenhower’spresidencyinthe1950swastheU.S.interstate
ShoppinghabitsintheUnitedStateshavechangedgreatlyinthelastquarterofthe20thcentury.【B1】______inthe1900smostAm
ThefamilyisthecenterofmosttraditionalAsians’lives.Manypeopleworryabouttheirfamilieswelfare,reputation,andhono
BilledastheSiliconValleyRobotBlockPartyandheldduringNationalRoboticsWeek,thepartyyesterdaywasacelebrationof
【F1】Americansnolongerexpectpublicfigures,whetherinspeechorinwriting,tocommandtheEnglishlanguagewithskillandg
EvenbeforeeconomistHowardDaviesthinkingwheretoputextraairportcapacityinBritain,rejectingtheideaofbuildingabi
随机试题
Inmanycountries,governmentsaretryingtogetcitizenstoeatmorehealthily.Onewayinwhichgovernmentsaretryingtodot
患者口渴引饮,能食与便溏并见,神疲乏力,体瘦,舌质淡红,苔白而干,脉弱。治宜选用下列何方
有关支气管哮喘基本概念的描述不正确的是
某公司每年都要对企业的销售人员进行培训,主要是聘请知名教授来讲授一些市场营销的理论知识。由于缺乏实际案例的讲解和员工的参与,员工普遍认为这种培训没有考虑他们的需求,既浪费时间又没有效果。另外,培训结束以后,就再没有人过问培训的事情了。该公司在培训中采用
中国创办最早的公立学前教育机构是()。
两互感线圈顺向串联时,其等效电感量L顺=()。
王某潜入某工厂仓库盗窃,将仓库货物(价值2万元)扔到院墙外,准备一会儿翻墙出去再捡,偶尔经过此处的刘某发现该货物无人看管,遂将其拿走,据为己有。10分钟后,王某来到院墙外,发现货物已无踪影。对于王某、刘某行为定性,下列哪一选项是正确的?()
应认定为抢劫罪的有()。
Consumersandproducersobviouslymakedecisionsthatmoldtheeconomy,butthereisathirdmajor【61】toconsidertheroleofg
Thispassagemainlytellsthatbeingunemployedisnotallbad.Aftershegotanewjob,LisaPerezregrettedthatshehadnot
最新回复
(
0
)