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. The way consumers 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. 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 reavel providers such as airlines and hotels and will no doubt go further. Johnson & Johnson, for example, has created Baby Center, a stand-along 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 business 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 Facebook.
1.Consumers may create “earned” media when they are ________.
A.obsessed with online shopping at certain Web sites
B.inspired by product-promoting e-mail sent to them
C.eager to help their friends promote quality products
D.enthusiastic about recommending their favorite products.
2.The author indicates in Para. 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
3.Toyota Motor’s experience is cited as an example of ________.
A.responding effectively to hijacked media
B.persuading customers into boycotting product
C.cooperating with supportive consumers
D.taking advantage of hijacked media
高三英语阅读理解困难题
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. The way consumers 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. 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 reavel providers such as airlines and hotels and will no doubt go further. Johnson & Johnson, for example, has created Baby Center, a stand-along 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 business 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 Facebook.
1.Consumers may create “earned” media when they are ________.
A.obsessed with online shopping at certain Web sites
B.inspired by product-promoting e-mail sent to them
C.eager to help their friends promote quality products
D.enthusiastic about recommending their favorite products.
2.The author indicates in Para. 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
3.Toyota Motor’s experience is cited as an example of ________.
A.responding effectively to hijacked media
B.persuading customers into boycotting product
C.cooperating with supportive consumers
D.taking advantage of hijacked media
高三英语阅读理解困难题查看答案及解析
A new shopping centre will be built the old fish market used to be.
A.what | B.that | C.where | D.in which |
高三英语单项填空简单题查看答案及解析
The quest for success always begins with a target. As Berra once said, “You got to be very careful if you don't know where you're going, because you might not get there.”
Too many people wander through life like sleepwalkers.Each day they follow familiar routines, never asking, “What am I doing with my life?” and they don’t know what they’re doing because they lack goals.
Goal-setting is a focusing of the will to move in a certain direction.Begin with a clear conception of what you want.Write down your goals and date them—putting them into words clarifies them.Rather than concentrating on objects to acquire and possess, focus on fulfilling your desires to do, to produce, to contribute—goal-setting that yields the true sense of satisfaction we all need.
It’s important to visualize(想象)yourself accomplishing your goal.While losers visualize the penalties(不利)of failure, winners visualize the rewards of success.I’ve seen it among athletes, statistics contrasting air and highway safety, but it made no difference.I had read too many articles describing crash scenes and imagined these scenes vividly.I had programmed myself, without realizing it, to stay off planes.
Then one summer I had the opportunity to fly on a private plane with friends to a resort;I didn’t want to miss out on a great vacation.So I spent two weeks imagining a smooth flight on a beautiful sunny day and an easy landing.
When the day arrived, I was eager to go.To everyone’s surprise, I got on the plane and I loved every minute of it, and I still use the techniques I employed that day.
1.According to the passage, if you want to be successful, the first thing for you to do is ________.
A.find the right methods B.be careful about everything
C.know your ability D.have a clear goal
2.If you have a target, you will ________.
A.wander like a sleepwalker
B.know well what you are doing
C.do the same work every day
D.put it into words
3.The problem with the author before he overcame his fear of air travel is that________.
A.he didn’t know air travel is safer than highway travel
B.he couldn’t imagine himself accomplishing his goal
C.he read too much about plane crashes and tried to avoid flying
D.he wanted to take a private plane instead of a public one
4.What would be the best title for this passage?
A.Define Your Coal
B.Visualize Rewards of Success
C.Overcome the Fear of Air Travel
D.Sleepwalking Through Life
高三英语阅读理解中等难度题查看答案及解析
To be successful in any aspect of life, you need to know when to use the carrot or the stick.
Here are a few tips to help you decide whether it’s better to use the carrot or the stick.
With the kids
The carrot
When it comes to raising a kid, the carrot or the stick dilemma is quickly disappearing as too many parents take the carrot approach to the extreme. In child raising, the carrot should never be materialistic things. If you want to ask for good behavior with a reward, it should be with something that can’t be bought, say, trust. The stick Nowadays, no one likes to use the stick any more, or in my father’s case, the belt. I’m not overlooking child abuse, if you ever want to call it that, but I am encouraging parents to toughen up a bit. You don’t want your kid to test your limits only to find out he can get away with it. If you want to raise a kid, raise the hand and let him know it comes down on the second offense.
At the office
The carrot
People need encouragement and motivation to perform well. However, the carrot only really works well with employees who have already proved themselves. If you’ve got someone who can’t show up at the office before noon, the promise of a raise isn’t going to do much. On the contrary, if there’s a guy with a good work moral, he’ll thrive (grow stronger) when you add a promotion to the picture.
The stick
When considering the carrot or the stick in the office, remember that, overall, the stick is the more practical method in the office. A wise man, who just happened to be an Italian, once said “It’s best to be both loved and feared.” It’s nice to have everyone love you, but running a business isn’t like running a family. You need to have the stick constantly raised.
With the wife
The carrot
When it comes to marriage, always use the carrot. I’ve had a lovely marriage for many years, and I’ve always stuck to the carrot approach.
Sometimes you catch more flies with honey, and sometimes it’s the crack of a whip(鞭子) that gets the horse moving. Try not to use too many sticks at home; the carrot is much more fun.
1.What is the best title of this passage?
A. The Carrot or the Stick?
B. The Introduction to the Carrot and the Stick
C. Tips in the Daily Life
D. The Advantages of the Carrot and the Stick
2.In kids raising, the author prefers ________.
A. the carrot approach
B. the stick approach
C. both the carrot approach and the stick approach
D. neither the carrot approach nor the stick approach
3.Which do you think is the best to be a good boss at the office?
A. Always using carrots.
B. Eating a lot of carrots.
C. Being both loved and feared.
D. Using too many sticks.
4.Which is NOT true according to the passage?
A. The author often gives more carrots to his wife to eat at home.
B. The carrot is much more fun when it comes to marriage.
C. On different occasions, the carrot or the stick is effective.
D. You need the stick to get your horses to move faster occasionally.
高三英语阅读理解中等难度题查看答案及解析
—You've got your flat furnished, haven't you?
—Yes. I some used furniture at the Sunday Market and it was a real bargain.
A.will buy B.have bought C.had bought D.bought
高三英语单项填空中等难度题查看答案及解析
—You've got your flat furnished, haven't you?
—Yes. I some used furniture at the Sunday Market and it was a real bargain.
A.will buy B.have bought C.had bought D.bought
高三英语单项填空中等难度题查看答案及解析
The key you have just got ____ the front door.
A.is used to opening | B.is used to be opened |
C.is used to being opened | D.is used to open |
高三英语单项填空中等难度题查看答案及解析
The toughest thing about success is _______ you have to keep on being a success.
A. that B. when C. what D. why
高三英语单项填空中等难度题查看答案及解析
… you got the news that the rocket was sent up successfully?
……From the radio.
A. How was it that B. How it was that C. What was it that D. What it was that
高三英语单项填空中等难度题查看答案及解析
Tomorrow is Tom’s birthday. Have you got any idea_____the party is to be held?
A.what | B.which | C.that | D.where |
高三英语单项填空中等难度题查看答案及解析