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　　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. 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。

　　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 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。

　　营销人员通过付费和自有媒介推销其产品，而在“无偿”媒介方面，营销人员就像是触发用户响应的初始催化剂。在某些情况下，某营销者的自有媒介会成为另一个营销者的付费媒介。比如，当某电子商务零售商出售其网站的广告空间时，我们就将这种“售出”媒介定义为拥有巨大流量、以致其他机构纷纷前来投放内容或电子商务引擎的自有媒介。我们认为，这种趋势已蓬勃发端于零售商和航空、酒店等旅游供应商，虽然还处于初始阶段，但无疑可以走得更远。比如，强生公司创建了著名网站BabyCenter，借以推广互补性乃至竞争性产品，而其他营销者的出现不仅带来了收入，还令该网站看起来公正客观，并且使企业有机会从其他公司的营销活动中获得可贵的信息，最后还有助于扩大所有相关企业的用户流量。【福布斯中文网】

　　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。

　　剧烈的技术变革使营销人员获得了数量更多、种类更广的沟通选择，但同时也带来了更高的风险，因为激动的消费者能够以更迅速、更明显、更有害的方式来表达他们的意见。这就是与“无偿”媒介相对的“劫持”媒介：某项资产或活动变成了对某个品牌或产品不满的消费者、其他股东或积极分子的劫持物。比如，社交网络用户正领悟到，他们可以通过“劫持”媒介来对最初创建该媒介的企业施加压力。【福布斯中文网】本文网址：http://www.forbeschina.com/review/201012/0005821.shtml

　　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。

　　如果那种事情发生，激动的消费者试图劝服其他人共同抵制两家公司的产品，从而危及企业声誉。当这种事情发生的时候，如果企业的回应不够快或不够好，那么就可能酿成悲剧。比如，在今年较早前发生的召回危机中，丰田汽车公司采取了较快且较有序的社交媒体回应行动，包括在Twitter和社会新闻网站Digg等网站上与客户进行直接交流，从而挽回了部分损失。【福布斯中文网】本文网址：http://www.forbeschina.com/review/201012/0005821.shtml

　　语篇分析：

　　这篇文章是很典型的，节选性决定了其不完整性，这篇文章的原文长度要远远长于节选的部分。第一段介绍了除开传统的媒体之外还有新的媒体earned media 产生。第二段，Paid and owned media引出了sold media,第三段和第四段就hijacked media 提出看法，这篇文章是说明性质的议论文。还是要关注论点和论据的问题。

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

　　[A] obscssed 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。

　　解析：Consumers passionate about a product may create "earned" media by willingly promoting it to friends同意改写了一下，把passionate about a product 和by willingly promoting it to friends变成了when they are这样答案就直接指向了：enthusiastic about recommending their favorite products。这样的同意改写在表达方式上变了但是核心含义没有发生改变还是对语言多样性的考察。这点Kevin是非常得意和自豪的在我的课上就是练习这种能力。所以答案就是：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。

　　解析：问题问的是sold media 的特点是什么：回文定位：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。我们就将这种“售出”媒介定义为拥有巨大流量、以致其他机构纷纷前来投放内容或电子商务引擎的自有媒介。理解清楚答案：traffic除了有交通的意思外还有流量的意思是相对关键的。所以答案为：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。

　　解析：回文章定位：Such hijacked media are the opposite of earned media:Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them。第二句中的they can hijack media，此处的的media就是earned media 。当它被劫持后就变成了hijacked media，进而成为了earned media 的反面那就是产生不利的影响。这个题就是一定要童鞋们不要把关联信息离散化。抓住句子间的联系有时候比理解单个的句子更重要。

　　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。

　　解析：例证题，我学生的拿手好戏了哈，例证一定是为了某个观点服务的，这点很重要，只是在这个题目中我们又看到了出题人反反命题的险恶用心。看看这个例子对应的观点：In such a case, the company’s response may not be sufficiently quick or thoughtful, and the learning curve has been steep. 当这种事情发生的时候，如果企业的回应不够快或不够好，那么就可能酿成悲剧。按照惯性，丰田这次就应该是酿成杯具了。但是出题人没有给出丰田杯具了的答案，因为他们也知道这样出题不符合常规且不人道。考生在这个时候可能会慌张，准备认真读例子了，但是有个单词不认识alleviated到底是表示加剧还是表示减轻呢？准备放弃了，别灰心！继续往后看，with a relatively quick and well-orchestrated social-media response campaign这说明他们的措施是得到的，所以应该是减轻。再回看前面的那一句：如果企业的回应不够快或不够好，那么就可能酿成悲剧。那么就说明丰田的例子在从好的方面例证他，也就是要是处理好了就不会有杯具。对应第一和第四个选项，两个选项区别很明显一个是被动回应，一个是主动利用这样就可得出答案：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。

　　解析：主题题，这篇文章是说明性质的议论文，后面三个选项都只是涉及到文中说的一个细节，只有A中的Alternatives 包括了所有文章提到的几种传媒形式。

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