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①The rough guide to marketing
success used to be that you got what you paid for. ②No longer. ③While traditional “paid” media—such as television commercials and print
advertisements—still play a major role, companies
today can exploit many alternative forms of media. ④Consumers 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. ⑤The 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.
①Paid and owned media are
controlled by marketers promoting their own products. ②For earned media , such marketers act as the
initiator for users’ responses. ③But
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. ④We
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. ⑤This 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.⑥Johnson & Johnson, for example, has
created BabyCenter, a stand-alone media property that promotes complementary
and even competitive products. ⑦Besides
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.
①The 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. ②Such 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. ③Members of social networks, for
instance, are learning that they can hijack media to apply pressure on the
businesses that originally created them.
①If that happens, passionate
consumers would try to persuade others to boycott products, putting the
reputation of the target company at risk.②In such a case, the company’s response may
not be sufficiently quick or thoughtful, and the learning curve has been steep. ③Toyota 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.
31.Consumers
may create “earned” media when they are .
[A]
obscssed 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
32.
According to Paragraph 2,sold media feature .
[A] a
safe business environment
[B]
random competition
[C]
strong user traffic
[D]
flexibility in organization
33. The
author indicates in Paragraph 3 that earned media .
[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
34.
Toyota Motor’s experience is cited as an example of .
[A]
responding effectively to hijacked media
[B]
persuading customers into boycotting products
[C]
cooperating with supportive consumers
[D]
taking advantage of hijacked media
35. Which
of the following is the text mainly about?
[A]
Alternatives to conventional paid media.
[B]
Conflict between hijacked and earned media.
[C]
Dominance of hijacked media.
[D]
Popularity of owned media.
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