第一段
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.
单词&词组
commercial [kəˈmɜːrʃl]（出现18次）adj.贸易的，商业的；[僻义] n.广告
exploit [ˈeksplɔɪt]（出现2次）v.运用，利用；[僻义] n.英勇的行为
alternative [ɔːlˈtɜːrnətɪv]（出现5次）adj.可供选择的，非传统的，其他的
passionate [ˈpæʃənət] adj.热诚的， 狂热的
promote [prəˈmoʊt]（出现12次）v.促进，推销，提升
leverage [ˈlevərɪdʒ]（出现1次）v.利用
alert [əˈlɜːrt]（出现2次）adj.警惕的，意识的（be alerted to）；v.使...警惕；n.警惕，警报
make decision（做决定）
stem from（起源于）
本段翻译
营销成功的大致准则曾经是：使你的花费物有所值。这种情况已经不再了。虽然传统的“付费媒体”——如电视广告和印刷广告——依然发挥主要作用，但企业如今还可以利用许多其他形式额媒体。热衷某一产品的消费者可以通过自愿将之推荐给朋友的方式，创建“赢得媒体；企业可以通过给其网站上注册的消费者发送关于产品及减价信息的电子邮件提示，充分利用“自由媒体”。现在消费者做出购买决策的方式表明，营销的影响来自超越传统付费媒体的众多因素。
第二段
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.
单词&词组
initiator [ɪˈnɪʃieɪtər] n.创始人
retailer [ˈriːteɪlər]（出现17次）零售商
define [dɪˈfaɪn]（出现20次）v.确定界限，下定义，阐明，界定
traffic [ˈtræfɪk]（出现14次）n.交通，流量；[僻义]v/n.买卖
organization [ˌɔːrɡənəˈzeɪʃn]（出现21次）n.组织，团体
infancy [ˈɪnfənsi]（出现5次）n.初期， 初创期
complementary [ˌkɑːmplɪˈmentri]（出现4次）adj.互补的;，补充的，相互补足的;
appeal [əˈpiːl]（出现9次）n.上诉，吸引力；v.呼吁，恳求，申诉
act as（充当）
本段翻译
付费媒体和自有媒体由推销自己产品的营销师掌控。而对于赢得媒介来说，这些营销商充当的是用户反应的最初发起这。但在某些情况下——比如，当一个电子零售商在其网站上出售广告空间时——一个营销商的自有媒介就成了另外一个营销商法人付费媒介。我们把这样的出售媒介定义为“访问量如此之大，以至于其他机构也将广告内容或电子商务引擎放置在他的网络环境中的”自有媒介。我们相信这种趋势仍处于其实阶段，它始于零售商和航空公司。酒店等旅游服务提供商，且很有效果，势必会得到进一步发展，例如,强生公司创建了宝宝中心，他是一家独立的媒介资产，用于推广互补性甚至是竞争性的产品。除了能够产生收入之外，其他营销商的存在也使该网站显得公平客观，给各个公司提供机会了解其他公司成功营销策略的宝贵信息，并且可能帮助所有相关企业增大用户访问量。
第三段
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.
单词&搭配
dramatic [drəˈmætɪk]（出现7次）adj.巨大的
voice（出现4次）n.声音，嗓音；[僻义] v.表露，表达
visible [ˈvɪzəbl]（出现6次）adj.可见的，明显的
hijack [ˈhaɪdʒæk]（出现2次）v.劫持
campaign [kæmˈpeɪn]（出现9次）n.战役，运动，发动、参加某项于东
hostage [ˈhɑːstɪdʒ]（出现1次）n.人质
activist [ˈæktɪvɪst] n.激进分子
allegation [ˌæləˈɡeɪʃn] n.说法，指控
apply pressure on（向...施加压力）
本段翻译
同样是这些重大的技术变革，在给营销商带来更多的传播渠道选择的同时，也增加了风险，那就是充满激情的消费者会议更快、更公开可见和远更具破坏性的方式发表他们的观点。这种“劫持媒介”是赢得媒介的反面：一种资产或一个商业活动被消费者、其他利益相关者或激进分子劫持为人质，对某一品牌或产品发表负面评论例如，社交网络用户正在认识到他们可以劫持媒介向最初创建这些网络的企业施加压力。
第四段
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.
单词&词组
boycott [ˈbɔɪkɑːt]（出现2次）n/v.抵制
sufficiently [sə'fɪʃ(ə)ntli]（出现2次）adv.足够地
curve [kɜːrv]（出现6次）n.曲线，弯曲；v.弄湾
steep（出现2次）adj.突然的，急剧的
alleviate [əˈliːvieɪt]（出现1次）v.减轻，缓解
recall [rɪˈkɔːl]（出现6次）v.回忆，回想，撤回，记忆力，召回。
well-orchestrated（合成词）adj.精心策划的
engage [ɪnˈɡeɪdʒ]（出现13次）v.参与，从事，占用，雇佣；[僻义] v.与...建立密切关系
put...at risk（使...处于危机中）
本段翻译
这种情况一旦发生，充满激情的消费者会努力说服他人抵制产品，从而危及目标公司的声誉。在这种情况下，公司的回应越迅速，周到越好，学习曲线失分陡峭。例如，丰田汽车公司通过发动相对迅速。协调有致的社交媒介回应活动，包括在微博，推特和社会新闻网Digg等网站上与消费者直接互动，缓解了今年早些时候的召回危机所造成的部分损害
5道题目
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.
[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.
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.
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
DCBAA
选项单词
be obsessed with（着迷于）
enthusiastic [ɪnˌθuːziˈæstɪk] adj.热情的
recommend [ˌrekəˈmend] v.推荐，建议
constant [ˈkɑːnstənt] adj.不断的，持续的
responsible [rɪˈspɑːnsəbl] adj.作为原因,责任
persuade [pərˈsweɪd] v.劝说，说服
take advantage of（利用）
cooperate with（与..合作）
dominance [ˈdɑːmɪnəns] n.支配，控制
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