10月3日-2017考研英语真题阅读5夜10篇精读直播随堂笔记(何凯文)

第二篇新闻传媒

DMP/CRM

关联性（Relevance）原创性（Originality）震撼性（Impact）

①The rough guide to marketing success used to be that you got what you paid for.

Used to be：过去常常！

过去，营销成功的大致准则就是：你支付多少，你就能获得多少。

②No longer.

但现在情况已经不是这样了。

③W hile traditional “paid” media – such as television commercials and print advertisements – still play a major role, companies today can exploit many alternative forms of media.

Exploit= use, develop

虽然传统的支付媒体，比如电视商业广告和印刷品广告，依然扮演着主要的角色，但今天的公司可以开发和利用（exploit）多种其他形式的媒介。

④Consumers passionate about a product may create "earned" media by willingly promoting

1

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.

Leverage： fully use 充分利用；power, influence; 影响力

Her wealth gives her enormous leverage in social circles.

她的财富使她在社会各界造成巨大影响。

Alert：通知，通知

1.Consumers passionate about a product 热衷于某一产品的消费者

2.by willingly promoting it to friends 可以通过自愿推荐给朋友的方式

2.may create "earned" media 创建免费口碑媒体 a company 企业可以

1.by sending e-mail alerts about products and sales to customers registered with its Web site

可以通过发送邮件给其网站的注册用户，提示他们产品和消费信息

⑤In 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.

主干：the way means that…

consumers now approach the process of making purchase decisions 定语从句

现在消费者做出购买决策过程的方式表明，营销的影响力来自于传统支付媒体之外的众多因素

①Paid and owned media are controlled by marketers promoting their own products.

支付媒体和自有媒体由推销自己产品的营销人员控制。

② For earned media, such marketers act as the initiator for users’ responses.

而对于口碑媒体而言，这些营销人员充当了用户反应的发起者。

③But 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.

但是在某些情况下，比如，当一个电子商务零售商在其网站上出售广告空间时，一个营销人员的自媒体会成为另外一个营销人员的支付媒体.

④ 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.

我们把这样的出售媒体定义为自有媒体：它的访问量如此之大，以至于其他机构也将他们的广告内容或者电子商务引擎放置在它的网络环境中。

⑤ 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.

1) This trend effectively began with retailers and travel providers such as airlines and hotels.

这种潮流有效地开始于零售商和像航空公司和酒店这样的旅游供应商。

2)This trend will no doubt go further.

这一潮流无疑会得到进一步发展。

3)We believe this trend is still in its infancy.

我们认为这一潮流目前仍处于起始阶段。

⑥ Johnson & Johnson, for example, has created BabyCenter, a stand-alone media property that promotes complementary and even competitive products.

例如，强生公司创建了宝宝中心网站，这是一家独立的媒体资产，这家网站会推广互补的甚至是竞争性的产品。

⑦Besides 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.

1）the presence of other marketers makes the site seem objective

2 ） the presence of other marketers gives companies opportunities to learn valuable

information about the appeal of other companies’ marketing

3）the presence of other marketers may help expand user traffic for all companies concerned.

除了会产生收入之外，其他营销人员的出现会使这个网站看起来恨客观并且提供给公司机会去获取其他公司营销亮点的宝贵信息，并且有可能帮助所有相关企业增加用户访问量。

①The 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.

1 ） The dramatic technological changes have provided marketers with more （ and more

diverse）communications choices

同样是这些重大的技术变革在给营销者带来更多的和更多样化的传播选择的同时。

2 ） The same dramatic technological changes have also increased the risk that passionate

consumers will voice their opinions in quicker, more visible, and much more damaging ways.

这些技术上的变革也增加了一种风险，那就是消费者们会用更快，更明显的和更

具破坏性的方式表达他们的观点。

② 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.

这种绑架的媒体是口碑媒体的反面：一种媒体或一项活动成为消费者，其他利益相关者以及各种积极分子所劫持的人质，他们会对某一品牌或某一产品发表负面评价。

③Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.

比如，社交网络的用户正在认识到他们可以劫持媒体向最初创建这些网络的企业施加压力。

① If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk.

如果这样的事情发生了，充满激情的消费者会说服他人抵制产品，从而危及到目标公司的声誉。

②In such a case, the company’s response may not be sufficiently quick or thoughtful, and the learning curve has been steep.

在这种情况下，公司的反应越迅速越周到越好，并且学习的曲线也很陡峭。

You cannot be too careful to cross the street. You

cannot be careful enough to cross the street

Cannot/never be too/ enough quick or thoughtful

③Toyota 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.

1）Toyota Motor alleviated some of the damage from its recall crisis earlier this year

2）with a relatively quick and well-orchestrated social-media response campaign

3）which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg

例如，丰田汽车公司通过发起相对迅速，协调有致的社交媒体回应活动，缓解了今年早期的召回危机所造成的一些损害。这些活动包括在Twitter和社交新闻网站Digg上与消费者直接互动。

31.Consumers may create “earned” media when they are

［A］obsessed with online shopping at certain Web sites.

［B］inspired by product-promoting e-mails sent to them.

［C］eager to help their friends promote quality products.

［D］enthusiastic about recommending their favorite products.

32. According to Paragraph 2,sold media feature

［A］a safe business environment.

［B］random competition.

［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.

招致和热心消费者的持续的冲突［B］can be used to

produce negative effects in marketing.

可以被用来产生营销的负面作用［C］may be

responsible for fiercer competition.

有可能对激烈的竞争负责［D］deserve all the

negative comments about them.

配得上所以对他们的负面评价

34. Toyota Motor’s experience is cited as an example

of ［A］responding effectively to hijacked media.

对于被绑架媒体的积极反应［B］persuading

customers into boycotting products.

说服消费者抵制一些产品［C］

cooperating with supportive consumers.

和持有支持态度的消费者合作

［D］taking advantage of hijacked media.

利用被绑架的媒体

35. Which of the following is the text mainly about ?

［A］Alternatives to conventional paid media.

传统支付媒体的各种替换方式［B］

Conflict between hijacked and earned media.

绑架媒体和口碑媒体之间的冲突

［C］Dominance of hijacked media.

被绑架媒体的主导性

［D］Popularity of owned media.

只有媒体的流行度

Ultimately these types of media work best together but making the hard choices of what to include and what not to include is crucial - especially when budgets are tight. But if you simply start by categorizing your media and identifying the right roles based on your objectives, then your on the right path. Here are some high level takeaways that you should consider when developing your 2010 interactive media strategy:

■Create a solar system of owned media. Owned media is a channel you control. There is fully-owned media (like your website) and partially-owned media (like Facebook fan page or Twitter account). Owned media creates brand portability. Now you can extend your brand's presence beyond your web site so that it exists in many places across the web - specifically through social media sites and unique communities. In a recession in which marketing budgets are being cut by 20%, the ability to communicate directly with consumers who want to engage with your brand through long-term relationships can be invaluable.

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