对外经济贸易大学考博英语阅读真题解析.pdfVIP

中国考博辅导首选学校 对外经济贸易大学考博英语阅读真题解析 Tex 3 The rough guide tomarketing successused tobe tha you go wha you paid for.No longer.While traditional “paid”media –such as televisioncommercialsandprin advertisements –stillplayamajor role, companies today can exploi many alternative forms of media. Consumers passionate abou a produc may create earned media by willingly promoting i to friends, and a company may leverage “owned”media by sending e-mail alerts abou products and sales to customers registered with its Web site. In fac ，the way consumers now approach the process of making purchase decisions means tha marketings impac stems from a broad range of factors beyond conventional paid media. 过去，市场营销的成功诀窍简而言之就是一分钱一分货。然而时过境迁。 虽然传统的 “付费”(paid)媒介，比如电视和广播广告、平面广告和路边广 告牌等，仍然扮演着重要角色，但企业如今还可以利用许多其他形式的媒介。 比如，痴迷于某种产品的消费者，可能会乐意将之推荐给朋友，从而为企业 创造因产品的优良品质带来的 “无偿”(earned)媒介。企业还可以利用 “自 有”(owned)媒介，通过邮件向其网站的注册用户发送产品和销售提示。事 实上，如今消费者作出购买决定的方式，意味着市场营销的影响力来自于传 统付费媒介之外的广泛因素。 PS:The waytocontactyumingkaoboTEL:silingling-liuliuba-liujiu qiba QQ:772678537) （ Paid and ownedmedia are controlledby marketers promoting their own products. For earnedmedia , suchmarketers ac as the initiator 中国考博辅导首选学校 forusers’responses.Bu insomecases,onemarketer’sownedmedia 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 tha other organizations place their conten or e-commerce engines within tha 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 doub go further. Johnson Johnson, for example, has created BabyCenter, a stand-alone media property tha promotes complementary and even competitive products. Besides generatingincome,thepresenceofoth