考研阅读新事物类阅读强化（上）
1 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 broad range of factors beyond conventional paid media.
2 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 travel providers such as airlines and hotels and will no doubt go further.
Johnson & Johnson, for example, has created Baby Center, 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.
3 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.
4 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.
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.
参考答案：D
32、According to Paragraph 2, sold media feature .
A. a safe business environment.
B. random competition.
C. strong user traffic
D. flexibility in organization.
参考答案：C
33、The author indicates in Paragraph 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.
参考答案：B
34、Toyota Motor’s experience is cited as an example of .
A. responding effectively to hijacked media.
B. persuading customers into boycotting products.
C. cooperating with supportive consumers.
D. taking advantage of hijacked media.
参考答案：A
35、Which of the following is the text mainly about ?
A. Alternatives to conventional paid media.
B. Conflict between hijacked and earned media.
C. Dominance of hijacked media.
D. Popularity of owned media.
参考答案：A
exploit
vt. 开发，开拓；剥削；开采
n. 勋绩；功绩
Extra payments should be made to protect the interests of the staff and prevent exploitation.
额外报酬应被支付以维护员工的利益和防止剥削。幻灯片 4
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.
passionate
adj. 热情的；热烈的，激昂的；易怒的
leverage
n. 手段，影响力；杠杆作用；杠杆效率
v. 利用；举债经营
定语passionate about a product 热衷于某一产品
状语by willingly promoting it to friends
状语by sending e-mail alerts about products and sales to customers
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.
热衷于某一产品的消费者，可以通过自愿推荐给朋友的方式，创建 免费口碑媒体。企业可以通过发送邮件给其网站的注册用户，提示他们产品和销售信息。
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.
whose 引导的定语从句修饰owned media，从句中含有一个so…that…“如此…以至于…”句型
that 引导结果状语从句，其中介词结构within that environment 作宾语content ore-commerce engines 的补足语。
我们将这种出售媒体定义为自有媒体，由于其访问量如此 之大，以至于其他组织也希望将其内容或电子商务引擎放置在该环境中。
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.
diverse [dai’və:s] adj.多种多样的;不同的
di-二，两，ver-词根,转,滚,拧,扭，se=es-表示“复数” →“转”变成 “两”个、甚至更多的——即“多种多样的”，引申为“不同的”
第一个that引导的定语从句修饰的是先行词changes，
第二个that引导的同位语从句修饰的是主干的宾语，说明the risk的具体内容。
该同位语从句的主语为passionate consumers，谓语为will voice， 宾语为their opinions，而in quicker, more visible, and much more damaging ways在该从句中充当方式状语。
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.
同样迅猛的技术改革为营销人员提供了更多的（以及更多样化的)通讯方式，同时也加大了风险，因为情绪激动的消费者会以更快、更明显且破坏性比以往要大得多的方式表达他们的意见。
alleviated
[əˈliːvieɪt]
Their energies were focused on the alleviation of the refugees’ misery.
他们把精力集中在了对难民苦难的减轻上。
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