[考研英語]20xx年全國碩士研究生入學(xué)統(tǒng)一考試英語試題(編輯修改稿)
2025-02-14 04:08 本頁面
【文章內(nèi)容簡介】 you got what you paid for. No longer. While traditional “paid” media – such as television mercials and print advertisements – still play a major role， panies today can exploit many alternative forms of media. Consumers passionate about a product may create “owned” media by sending alerts about products and sales to customers registered with its Web site. The way consumers now approach the 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 bee another marketer‘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 travel providers such as airlines and hotels and will no doubt go further. Johnson amp。 Johnson， for example， has created BabyCenter， a standalone 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 businesses 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 pany‘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 the socialnews site Digg. may create “earned” media when they are [A] obscssed with online shopping at certain Web sites. [B] inspired by productpromoting s sent to them. [C] eager to help their friends promote quality products. [D] enthusiastic about remending their favorite products. 32. According to Paragraph 2，sold media feature [A] a safe business environment. [B] random petition. [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 petition. [D] deserve all the negative ments 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
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