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$\quad$$\quad$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 now approach the process of making purchase decisions means that marketing’s impact stems from a broad range of factors beyond conventional paid media.

$\quad$$\quad$市场营销成功的大致指南在过去是”一分钱一分货”。但这不再复现。当传统”支付”媒体（比如电视销售和屏幕广告）仍发挥着主要作用，如今的公司能通过各种各样的媒体方式展示自己。对产品充满热情的消费者可能会心甘情愿地将其推广给朋友，从而创造出”自赚”的媒体，并且公司也会利用”自有”媒体来给在其网站上注册了的客户发送关于产品的电子邮件。消费者现在做出购买决定的方式意味着，营销的影响来自于传统付费媒体之外的广泛因素。

$\quad$$\quad$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 siteWebsite. 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.

$\quad$$\quad$付费媒体和自有媒体都由市场人员控制并用来推销他们自己的产品。对于有偿媒体，这些营销人员却充当了激发用户反应的人。但在一些例子中，一个市场营销人员的自有媒体变成了另一个营销人员的付费媒体。举例来说，当一个电商零售人员在其网站上销售广告位。我们将这种出售的媒体定义为拥有的媒体，其流量如此之大，以至于其他组织将其内容或电子商务引擎置于该环境中。这种趋向，我们认为仍处于起步阶段，实际上是从零售业和航空公司和酒店等旅游业开始的，且这种趋向毫无疑问还会走得更远。比如说，创立了BabyCenter的Johnson，这是一个独立的媒体，推广互补甚至竞争产品。在产生收入背后，其他营销者的出现使网站看起来客观，使公司有机会了解其他公司的营销吸引力的有价值的信息，并可能有助于扩大所有相关公司的用户流量。

$\quad$$\quad$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.

$\quad$$\quad$戏剧性的科技转变为营销人员提供了更多元的沟通选择，但也增长了风险，因为那些热情的消费者会以更快、更明显、更有破坏性的方式来发表自己的意见。这种“劫持媒体”是“无偿媒体”的反面:一项资产或活动成为对某个品牌或产品做出负面指控的消费者、其他利益相关者或活动人士的人质。例如，社交网络的成员正在认识到，他们可以劫持媒体，向最初创建媒体的企业施加压力。

$\quad$$\quad$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.

$\quad$$\quad$如果这种事发生了，热情的顾客会尝试去联合其他人抵制产品，将目标公司的名誉置于危险的境地。在这种例子中，公司的反应可能不够迅速或周到，并且学习应对这种情况的曲线也很波折。Toyota Motor，就作为这种例子，通过一场相对迅速、组织良好的社交媒体反应活动，包括在Twitter和社会新闻网站Digg等网站上与消费者直接接触，缓解了今年早些时候召回危机造成的部分损害。

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

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

沉迷于在某些网站上购物

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

收到产品促销信息的激励

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

热衷于帮助他们的朋友来推销好产品

[D] enthusiastic about recommending their favorite products.

推荐他们喜爱的产品的热情                正确.

答案定位:{Consumers passionate about a product may create “earned” media by willingly promoting it to friends,}

32.According to Paragraph 2,sold media feature

[A] a safe business environment.

一个安全的商业环境

[B] random competition.

随机的竞争

[C] strong user traffic.

巨大的客户流量                     正确

[D] flexibility in organization.

 组织的灵活

答案定位:{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.}

33 The author indicates in Paragraph 3 that earned media

[A] invite constant conflicts with passionate consumers.

经常与热情的消费者发生冲突

[B] can be used to produce negative effects in marketing.

能被用来在市场上产生消极影响    正确

[C] may be responsible for fiercer competition.
可能导致了更激烈的竞争

[D] deserve all the negative comments about them.

 值得所有关于他们的负面评价

答案定位:{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. }

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

[A] responding effectively to hijacked media.

 对劫持媒体的有效回应      正确

[B] persuading customers into boycotting products.

促使顾客来联合抵制他的产品

[C] cooperating with supportive consumers.

与支持其的顾客合作

[D] taking advantage of hijacked media.

利用了劫持媒体的好处

答案定位:{which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg. }

35 Which of the following is the text mainly about ?

[A] Alternatives to conventional paid media.

传统"付费"媒体之外的新媒体形式     正确，其他三项都只片面讲到了文章某段的内容

[B] Conflict between hijacked and earned media.

自营媒体和劫持媒体之间的冲突

[C] Dominance of hijacked media.

劫持媒体的主导性

[D] Popularity of owned media.

自有媒体的流行度