文档介绍：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
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The rough guide to marketing ess used to be that you got what
you paid for. No longer. While traditional “paid” media – such as
mercials 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 pany may leverage
“owned” media by sending e-mail alerts about products and sales to
customers registered with its Web site. In fact,the way consumers
now approach the process of making purchase decisions means that
marketing's impact 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。
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Paid and owned media are controlled by marketers promoting their
own products. For earned media , such marketers act as the initiator
博辅导首选学校
for users’ responses. But in some cases, one marketer’s owned media
e another marketer’s paid media – for instance, when an
merce retailer sells ad space on its Web site. We define