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2011Text 3
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 “owned” media by sending e-mail 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 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.
rough (a)表面不平的,粗糙的,毛躁的;汹涌的,狂暴的;暴风雨的;粗野的,粗暴的;粗俗的,粗鲁的;简陋的,不讲究的,艰难的,艰苦的;未加工的,未经琢磨的;未完成的,初步的,不精确的;[口]困难的,不愉快的(n)(高尔夫球场上生杂草)障碍区域(ad)粗暴地,粗略地,粗糙地(v)使不平,使毛躁;粗暴对待,殴打;草拟,画…的轮廓
guide (v)带领,引路;管理,操纵,支配(n)导游者;指南,指导,支配;手册,指导卡,入门书
commercial (a)商业的,商业上的,商务的;商业化的,已获利为目的的(n)电台(电视)广告
print (n)印痕,印迹;印花布,印花布服装,印花布制品;印出的字体,印刷字体;图片,晒图,版画(v)印,铭刻,打上(印记等);印刷,把…付印,把…用书面发表;用印刷体写
advertisement (n)做广告,登广告,公告,广告
exploit (n)英勇的行为(v)开发,利用;利用…而自肥,剥削
alternative (a)二中选一的(n)二者之一,二中选一;选择对象,替换物
consumer (n)消费者,消费品,生活资料
passionate (a)热情的,热烈的,激昂的;易动情的;易怒的,性情暴躁的,愤怒的,出自强烈感情的,情绪激昂的
product (n)产品,产物,产量;结果,成果;[数]乘积
create (v)创作,创造;封授
willing (a)愿意的;心甘情愿的
leverage (n)杠杆作用;影响力
alert (a)留心的,机警的;活跃的,机灵的(n)警戒,警报;警戒期间(v)使警觉,使…处于待命状态
customer (n)顾客,顾主;家伙
register (n)登记,注册,登记簿,花名册;记录器,计数器;通风装置,调温装置(n)登记,注册;登记为选民;指示,自动记下;(用表情,动作)显示,表达;把(邮件)挂号
approach (v)向…靠近;接近,近似;与…打交道(n)接近,靠近,临近;进路,入门
purchase (v)买,购买;赢得(n)所购物;买,购买;(用以移动或升举重物的)紧握,紧缠,牢靠的立足点
impact (n)碰撞,撞击
stem (n)茎,树干,树梗;枝;柄,把,杆;(船体的)船头,舰艏;词根,词干(v)摘除茎,抽去梗;迎着而上;堵住,制止,止住;分枝,从…生出
initiate (v)开始使用,做等,开始;始入门;(经过特殊或秘密仪式)加入(n)新加入的人
initiator (n)创始者;教导着
instance (n)例子,事例;诉讼
commerce (n)商业,贸易
retail (n)零售,零卖(a)零售的,零售商品(v)零售,零卖;细谈,到处传播 ~er零售商,零售店
define (v)解释,给…下定义;详细描述,弄清楚;立(界限),限定
content⒈ (a)满足的,满意的(v)使满意,满足(n)满足,满意
content⒉ (n)容量,含量;[复]内容,容纳的东西;目录
engine (n)引擎,发动机;机车,火车头;机械,器械
trend (n)倾向,趋势走向(v)倾向,趋向
infancy (n)幼稚状态,幼儿期,未成年
effective (a)有效地,有作用的;生效的,在实行中的;给人深刻印象的 ~ly (ad)
provide (v)作准备,预防;提供;规定 ~r 供应者,提供者,(家庭的)供养人
property (n)财产,资产,(房)地产;性质,性能,特性,属性;(戏剧或电影的)道具
complementary (a)补足的,补充的,互补的
competitive (a)竞争的,比赛的
generate (v)使引起,发生,产生
income (n)收入,收益,进款,所得
presence (n)出席;面前,眼前;[英]御前;风采,风度;(感到在面前的)精灵,鬼怪
valuable (a)值钱的,贵重的;有价值的,有用的,宝贵的(n)贵重物品,财宝
information (n)通知,报告,消息,情报
dramatic (a)戏剧的,剧本的,演剧的;戏剧般的,戏剧性的,激动人心的
diverse (a)不一样的,明显不同的
risk (n)危险,风险(v)使(生命,财产等)遭受危险;冒…的危险
opinion (n)意见,看法,主张,见解;评价;鉴定,判断
visible (a)看得见的,可见的,明显的
hijack (v)[口]劫持,抢劫
opposite (a)相反的,对立的;对面的,相对的(n)对立面,对立物(prep)在…对面
asset (n)财产;资产,宝贵的人(物)
campaign (n)战役;竞选运动,运动(v)参加运动,搞运动
hostage (n)人质
stakeholder (n)赌金保管人
negative (a)否定的,否认的;反对的;反面的;[医]阴性的(n)否定词,否定语,否定的观点
allegation (n)陈述,辩解;断言,主张
brand (n)燃烧的木头;烙在皮肤上的印迹;打印用的烙铁;商标,牌子;特殊种类,制造(v)在…打上烙印;污辱,给…抹黑
pressure (n)按,挤,压,榨;紧迫,艰难;压力,强制;逼迫,催促;大气压力(v)对…施加压力,迫使,说服
persuade (v)说服,劝服;使(某人)相信
boycott (v/n)联合抵制,联合排货
target (n)靶,标;目标,(批评,嘲笑的)对象
sufficient (a)充足的,足够的,充分的 ~ly (ad)
curve (n)曲线,弧线;(棒球)曲线球(v)弄弯,使成曲线,把…扳成弯状;曲线前进
alleviate (v)减轻,缓和
relatively (ad)相对地,比较而言的,相当
orchestrate (v)为管弦乐队谱写,给…配管弦乐
engage (v)订婚;保证;雇佣,聘;忙于,占用;使参加,使卷入;吸引住;与…交战,咬合
directly (ad)径直的;直接的;正好的
site (n)(建造房屋等的)地点,地基;场所,现场,遗址
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