【文章內(nèi)容簡介】 e process of making purchase decisions means that marketing39。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 users39。 responses. But in some cases, one marketer39。s owned media bee another marketer39。s paid media for instance, when an emerce 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 emerce engines within that environment. This trend, which we believe is still in its infancy, effectively began with retailers and reavel providers such as airlines and hotels and will no doubt go further. Johnson amp。 Johnson, for example, has created Baby Center, a standalong media property that promotes plementary and even petitive products. Besides generating ine, the presence of other marketers makes the site seem objective, gives panies opportunities to learn valuable information about the appeal of other panies marketing, and may help expand user traffic for all panies concerned. The same dramatic technological changes that have provided marketers with more and more diverse munications 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 bees 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 business that originally created them. If that happens passionate consumers would try to persuade others to boycott products, putting the reputation of the target pany at risk. In such a case, the pany39。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 wellorchestrated socialmedia response campaign, which included efforts to engage with consumers directly on sites such as Twitter and Facebook.（1）Consumers may create earned media when they are ________. A.obsessed with online shopping at certain Web sitesB.inspired by productpromoting sent to themC.eager to help their friends promote quality productsD.enthusiastic about remending their favorite products.（2）The author indicates in Para. 3 that earned media ________. A.invite constant conflicts with passionate consumersB.can be used to produce negative effects in marketingC.may be responsible for fiercer petitionD.deserve all the negative ments about them（3）Toyota Motor39。s experience is cited as an example of ________. A.responding effectively to hijacked mediaB.persuading customers into boycotting productC.cooperating with supportive consumersD.taking advantage of hijacked media【答案】 （1）D（2）B（3）A 【解析】【分析】本文是一篇應(yīng)用文，介紹了有關(guān)earned media(口碑媒體)、Hijacked Media（劫持媒體）、paid media（自有媒體）的概念和特點(diǎn)。 （1）考查細(xì)節(jié)理解。根據(jù)第一段中的“Consumers passionate about a product may create “earned” media by willingly promoting it to friends”可知，對產(chǎn)品充滿熱情的消費(fèi)者可能會(huì)通過主動(dòng)向朋友推銷產(chǎn)品來創(chuàng)造“口碑”媒體。故選D。 （2）考查推理判斷。根據(jù)第三段可知，劇烈的技術(shù)變革為營銷人員提供了越來越多的交流選擇，但同時(shí)也增加了這樣一種風(fēng)險(xiǎn)，即熱情的消費(fèi)者會(huì)以更快、更明顯、更具破壞性的方式表達(dá)自己的觀點(diǎn)。這種被劫持的媒體是口碑媒體的對立面：一項(xiàng)資產(chǎn)或活動(dòng)成為消費(fèi)者、其他利益相關(guān)者或?qū)δ硞€(gè)品牌或產(chǎn)品提出負(fù)面指控的活動(dòng)人士的人質(zhì)。例如，社交網(wǎng)絡(luò)的成員正在明白他們可以劫持媒體，對最初創(chuàng)建它們的企業(yè)施加壓力。由此可知，當(dāng)口碑媒體被某些人所劫持，轉(zhuǎn)化為劫持媒體的時(shí)候，就會(huì)影響企業(yè)，從而對企業(yè)營銷產(chǎn)生不利的影響。故選B。 （3）考查推理判斷。根據(jù)倒數(shù)第二段對于“劫持媒體”的介紹和最后一段中的“If that happens passionate consumers would try to persuade others to boycott products, putting the reputation of the target pany at risk. In such a case, the pany39。s response may not be sufficiently quick or thoughtful, and the learning curve has been steep.”可知，如果發(fā)生（劫持媒體）這種情況，熱情的消費(fèi)者會(huì)試圖說服他人抵制產(chǎn)品，從而使目標(biāo)公司的聲譽(yù)面臨風(fēng)險(xiǎn)。在這種情況下，公司的反應(yīng)可能不夠迅速或周到，那么公司就會(huì)變得很困難。而下文以Toyota Motor（該公司在今年早些時(shí)候的召回危機(jī)中采取了相對迅速和精心策劃的社交媒體應(yīng)對行動(dòng)，包括在Twitter和Facebook等網(wǎng)站上直接與消費(fèi)者互動(dòng)，從而減輕了部分損失）為例，則展示了當(dāng)發(fā)生“劫持媒體”這種情況時(shí)，如果應(yīng)對迅速得當(dāng)，那么就可以減輕損失。因此，Toyota Motor是一個(gè)有效應(yīng)對被綁架媒體的例子。故選A。 【點(diǎn)評】本題考點(diǎn)涉及細(xì)節(jié)理解和推理判斷兩個(gè)題型的考查，是一篇介紹類閱讀，考生需要準(zhǔn)確掌握細(xì)節(jié)信息，并根據(jù)上下文進(jìn)行邏輯推理，從而選出正確答案。6．閱讀理解 With all the recent concern about the environment, people want to see their money used to better the planet. Here are four wellknown environmental organizations. World Wildlife Fund (WWF) The World Wildlife Fund is perhaps one of the bestknown organizations for the protection of endangered species and their habitats around the world. They39。ve been around for over 45 years. You can donate through their website , join their organization as a member, or adopt an animal through their online adoption center. National Geographic Society (NGS) National Geographic Society is wellknown for their magazine and their specials on TV. The organization itself is one of the longestrunning in the world—they39。ve been around since 1888, focus on exploration and conservation of forests, oceans, habitats, species and societies. You chopse to donate through the website ，buy something at their online store, or order a magazine subscription. National Wildlife Federation (NWF) Founded officially in 1937, the National Wildlife Federation tries to protect wildlife at all costs. In fact, they believe that having the public educated is the best way to help the environment—the more you know, the more you can protect the world we live in. Donations to the NWF can be made through their website nwf. org or through other options, like matching gifts, workplace giving, or memorial donations. Ecology Fund, Set up in 1976，Ecology Fund, is run on user clicks. Advertisers buy ad space on the site every time someone clicks. The money goes to buy endangered wilderness land to protect it from panies that would destroy it. So far, Ecology Fund, has bought land in many areas. The best thing about this site is that you needn39。t donate any money—all you have to do is click.（1）Which environmental organization has the longest history? A.Ecology .B.World Wildlife Fund.