1、第二篇傳媒DMP/關(guān)聯(lián)性（Relevance）性（Originality）震撼性（Impact）The rough guide to marketing sucUsed to be：過去常常！s used to bet you got what you paid for.過去，成功的大致準則就是：你支付多少，你就能獲得多少。No longer.但現(xiàn)在情況已經(jīng)不是這樣了。While traditional “paid” media such asevicommerls and pradvertisements still play a major role, companies today ca

2、n exploit many alternative forms of media.Exploit= use, develop雖然傳統(tǒng)的支付，比如電視商業(yè)和印刷品，依然扮演著主要的角色，但今天的公司可以開發(fā)和利用（exploit）多種其他形式的媒介。Consumers pasate about a product may create earned media by willingly promoting1it to friends, and a company may leverage “owned” media by sendingand sales to customers regist

3、ered with its Web site.alerts about productsLeverage： fully use 充分利用；er, influence;Her wealth gives her enormous leverage in so使她在社會各界造成巨大影響。Alert：通知，通知l circles.1.Consumers pasate about a product 熱衷于某一產(chǎn)品的消費者2.by willingly promoting it to friends 可以通過自愿2.may create earned media 創(chuàng)建免費口碑a(chǎn) company 企業(yè)可以給

4、朋友的方式1.by sendingalerts about products and sales to customers registered with its Web site可以通過發(fā)送郵件給其的用戶，提示他們產(chǎn)品和消費信息In fact，the way consumers now approach the pros of making purchase decis meanst marketings impact stems from a broad range omedia.ctorsconventional paid主干：the way meanstconsumers now ap

5、proach the pros of making purchase decis 定語從句現(xiàn)在消費者做出決策過程的方式表明的來自于傳統(tǒng)支付之外的眾多。Paid and owned media are controlled by marketers promoting their own products.支付和自有由推銷自己產(chǎn)品的控制。 For earned media, suarketeras the initiator for users responses.充當了用戶反應(yīng)的發(fā)起者。而對于口碑而言，這些But in some cases, one marketers owned media

6、e another marketers paid media for instance, when anmerce retailer sells ad space on its Web site.但是在某些情況下，比如，當一個電子商務(wù)零售商在其上出售空間時，一個營的支付.owned media whose traffic is so strong銷的自會成為另外一個 We define such sold medanizations place their content ort othermerce engines withhat environment.把這樣的出售定義為自有：它的量如此之

7、大，以至于其他機構(gòu)也將他們的內(nèi)容或者電子商務(wù)引擎放置在它的網(wǎng)絡(luò)環(huán)境中。 This trend, which we beve is still in its infancy, effectively began with retailers andtravel providerch as airlines and hos and will no doubt go further.1) This trend effectively began with retailers and travel providerch as airlines and hos.這種潮流有效地開始于零售商和像航空公司和酒

8、店這樣的旅游供應(yīng)商。This trend will no doubt go further.這一潮流無疑會得到進一步發(fā)展。We beve this trend is still in its infancy.認為這一潮流目前仍處于起始階段。2Johnson & Johnson, for exle, has created BabyCenter, a stand-alone media propertyt promotes complementary and even competitive products.例如，強生公司創(chuàng)建了寶寶中心的甚至是競爭性的產(chǎn)品。，這是一家獨立的資產(chǎn)，這家會推廣互補

9、Besides generatinge, 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

10、seem objective2 ） the presence of other marketers gives companies opportunities to learn valuable information about the appeal of other companies marketing3）the presence of other marketers may help expand user traffic for all companies concerned.除了會產(chǎn)生收入之外，其他的出現(xiàn)會使這個看起來恨客觀并且提供給公司機會去獲取其他公司亮點的寶貴信息，并且有可能

11、幫助所有相關(guān)企業(yè)增加用戶量。The same dramatic technological changesve provided marketers with more （andmore diverse）communications choihave also increased the riskt pasate consumers willvoice their opinions in quicker, more visible, and muore damaging ways.1 ） The dramatic technological changes have provided mark

12、eters with more （ and morediverse）communications choi同樣是這些的技術(shù)在給者帶來的和樣化的選擇的同時。2 ） The same dramatic technological changes have also increased the riskt pasateconsumers will voice their opinions in quicker, more visible, and muways.ore damaging這些技術(shù)上的也增加了一種風險，那就是消費者們會用更快，更明顯的和更具破壞性的方式表達他們的觀點。3 Such hij

13、acked media are the opite of earned media: an asset orneshostage to consumers, other stakeholders, or activists who make negative allegations about abrand or product.這種的是口碑的：一種或一項活動成為消費者，其他利益相關(guān)者以及各種積極分子所劫持的，他們會對某一品牌或某一產(chǎn)品評價。Members of sol networks, for instance, are learningt they can hijack media to

14、 applyprere on the businessest originally created them.比如，社交網(wǎng)絡(luò)的用戶正在認識到他們可以劫持向最初創(chuàng)建這些網(wǎng)絡(luò)的企業(yè)施加壓力。 Ifppens, pasate consumers would try to persuade others to boycott products,company at risk.putting the repuion of the如果這樣的事情發(fā)生了，充滿的聲譽。的消費者會說服他人產(chǎn)品，從而危及到目標公司In such a case, the companys response may not be su

15、fficiently quick or thoughtful, and the learning curve has been steep.在這種情況下，公司的反應(yīng)越迅速越周到越好，并且學(xué)習(xí)的曲線也很陡峭。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 thoughtfulToyota Motor, for exle, alleviated some of the damage

16、from its recall crisis earr thisyear wirelatively quick and well-orchestrated sol-media responsen, whichincluded efforts to engage with consumers directly on sitesite Digg.ch asand the sol-news1）Toyota Motor alleviated some of the damage from its recall crisis earr this year2）wirelatively quick and

17、well-orchestrated sol-media responsen3）which included efforts to engage with consumers directly on sitech asand thesol-news site Digg例如，豐田汽車公司通過發(fā)起相對迅速，協(xié)調(diào)有致的社交回應(yīng)活動，緩解了今年早期的直接互動。所造成的一些損害。這些活動包括在和社交Digg 上與消費者31.Consumers may create “earned” media when they areAobsessed with online shopBinspired by prod

18、uct-promotingat certain Web sites.s sent to them.Ceager to help their friends promote quality products.Denthusiastic aboutmending their favorite products.32. According to Paragraph 2,sold media feature4Aa safe business environment.Brandom competition.Cstrong user traffic.Dflexibility inanization.33.

19、 The author indicates in Paragraph 3t earned mediaate consumers.Ainvite constants with pas招致和熱心消費者的持續(xù)的Bcan be used to produce negative effectsarketing.可以被用來產(chǎn)生的作用Cmay be responsible for fiercer competition.有可能對激烈的競爭負責Ddeserve all the negative comments about them.配得上所以對他們的評價34. Toyota Motors experienc

20、e is cited as an exAresponding effectively to hijacked media.le of對于被的積極反應(yīng)Bpersuading customerso boycotting products.說服消費者一些產(chǎn)品Ccooperating with supportive consumers.和持有支持態(tài)度的消費者合作Dtaking advantage of hijacked media.利用被的35. Which of the following is the text mainly about ?AAlternatives to conventional

21、 paid media.傳統(tǒng)支付的各種替換方式Bbetn hijacked and earned media.和口碑之間的CDominance of hijacked media.被的主導(dǎo)性DPopularity of owned media.只有的流行度Ultimay these types of media work best together but making the hard choiof what toinclude and what not to include is crul - espelly when budgets are tight. But if you simpl

22、ystart by categorizing your media and identifying the right roles based on your objectives, then youron the right path. Here are some high level takeawayst you should consider when develoyour 2010eractive media strategy:Create a solar system of owned media. Owned media is a channel you control. Ther

23、e isfully-owned media (like your website) and partially-owned media (likefan page oraccount). Owned media creates brand portability. Now you can extend your brandspresencethrough soyour web site sot it existsany plaacross the web - specificallyl media sites and unique communities. In a rein whiarket

24、ing budgets arebeing cut by 20%, the ability to communicate directly with consumers who want to engage withyour brand through long-term relationships can be invaluable.5Recognizet earned media is a result of brand behavior. Earned media is an old PRtermt essentially meant getting your brando free me

25、dia rathern having to pay for itthrough advertising. However the term has evolvedo the transparent and permanentword-of-moutht is being created through sol media. You need to learn how to listen andrespond to both the good (itiveanic) and bad (spurned) as well as consider when to try andstimulate ea

26、rned media through word-of-mouth marketing.Your paid media is not dead, but it is evolvingo a catalyst. Many people are predictingof paid media (aka advertising). However,t prediction may be premature as no othertype of media can guarantee the immediacy and scalet paid media can. However, paid media

27、 isshifting away from the foundation and evolvingdrive more engagement(e.g. Q4 holidays).o a catalystt is needed at key periods to第八篇大眾In his book The TipPo, Malcolm Gladwell arguest soldemics are drivenin large part by the acting of a tiny minority of speare unusually informed, persuasive, or well-

28、connected.l individuals, often called influentials, who姆在他的點一書中談到，“社會流行潮”在很大程度上由極少特殊的行為所推動，這些通常被稱之為 “有的人”，他們通常知識廣博，很有說服力，人脈也極廣。附加資料：姆點點是一本談?wù)撛鯓幼尞a(chǎn)品發(fā)起流行潮的專門性著作。書中將產(chǎn)品爆發(fā)流行的現(xiàn)象歸因為三種模式：個別人物法則、附著力一萬小時理論；及環(huán)境法則。The idea isuitively： 從uitively compelling, but it doesnt explain how idea上講。ually spread.Compelling:

29、 有說服力；= must accept or agree with; A compelling reason 不得不接受的理由； Arresting反義詞：6Lame argument=flimsy argument= feeble argument這個提法從的。上講很有說服力，不得不接受，但是它并沒有解釋各種觀點實際是如何31. By citing the book The TipPo, the authorends toAyze the consequenof soldemicsBdiscuss influentials function in spreading ideasCexempl

30、ify peoplesuitive response to soldemicsDdescribe the essential characteristics of influentials. The suped importance of influentials derives from a plausible sounding but largelyuntested theory called the two step flow of communication: Information flows from the media tothe influentials and from th

31、em to everyone else.所謂有的名為“兩級人。的的重要性是源自于一個聽起來很合理但很大程度上沒有得到證實”的理論：信息從流向有的，再從他們流向其他所有 Marketers have embraced the two-step flow because it suggestst if they can just findand influence the influentials, those selected people will do most of the work for them.Embrace：接受，采納； Selected：精選的，優(yōu)質(zhì)的接受了這種兩步理論；因為這

32、個理論表明，只要他們能夠找到那些有影響力的人并去影響他們，那么這些優(yōu)質(zhì)的人群就可以為他們完成大部分的工作。The theory also seems to explabrands, or neighborhoods.he sudden and unexpected popularity of certain looks,這個理論看起來好像也解釋了某些裝扮，品牌或者地段突然地并出乎意料的大受歡迎。any such cases, a cursory search for causes findst some small group of peoplewas wearing, promoting,

33、or develowhatever it is before anyone else paid attention.Cursory 粗略的a cursory search for causes findst 寫作句型，（粗略的其原因就會發(fā)現(xiàn)，）在諸如此類的案例中，粗略的其原因就會發(fā)現(xiàn)，確實有這么一小群人在其他任何人關(guān)注之前，就開始穿戴，推廣或開發(fā)這些東西。Anecdotal evidence of this kind fits nicely with the ideat only certain spe can drive trends.l peopleAnecdotal evidence 軼

34、事Fit nicely with 與完美切合；道聽途說的；這種傳聞的與下面的觀點不謀而合：“只有某些特別的能推動潮流?！?2. The author suggestst the two-step-flow theoryAserves as a solution to marketing problemsBhas helped explain certain prevalent trendsChas won support from influentialsDrequires solid evidence for its validity7heir recent work, however, s

35、ome researchers have come up with the findingtinfluentials have far less impact on soldemicsn is generally suped.然而，一些研究者在最近的研究中發(fā)現(xiàn)，有比通常認為的要小的多。In fact, they dont seem to be required of all.事實上，社會流行潮似乎根本就不需要這些有的對于社會流行潮所產(chǎn)生的影響的。The researchers argument stems from a simple observation about sol influenc

36、e:Withthe exception of a few cefunction of media, not population simply dontrities like Oprah Winfrey whose outsize presence is primarily aersonal, influence even the most influentialmembers of aeract witht many others.研究者的觀點源自于對社會影響的簡單觀察：除了個別像.這樣的名人，非凡的存在主即使是一個人群中最有的成員也不會與那么多的人進行互動。而要是一個功能的影響，而不是人際

37、關(guān)系的影響。Yet it is precisely these non-cerity influentials who, according to the two-step-flowdemics, by influencing their friends and colleaguestheory, are sup directly.強調(diào)句：these non-ce而根據(jù)兩步ed to drive solrity influentials are suped to drive soldemics理論，正是這些不是名人但有的人應(yīng)該通過直接影響他們的同事和朋友的方式，去推動社會流行潮，。For a

38、soldemic to occur, however, eachso affected must then influencehis or her own acquaan, who musturn influence theirs, and so on; and just how manyothers pay attention to each of these people has little to do with the initial influential但是一種社會流行潮要形成，每一個受到影響的人都必須去影響他或她自己的熟人，這些被影響的熟人又轉(zhuǎn)而去影響他們的熟人，這樣不斷傳遞；只

39、是又有多少人關(guān)注到這些被影響的人和最初的有的人之間其實并沒有多大聯(lián)系。 If peoplehe network just two degrees removed from the initial influential proveresistant, for exle, the cascade of change wont propagate very far or affect many people.舉個例子，如果在網(wǎng)絡(luò)中那些離最初的有的人有兩個層級距離的人被證明是影響的，那么改變的瀑布效應(yīng)就不會那么遠，或者影響到那么多人。33. What the researchers have obs

40、erved recently showst8Atheer of influence goes with soleractionsBersonal links can be enhanced through the mediaCinfluentials have more channels to reach the publicDmost cerities enjoy wide media attention34. The underlined phrase these people in paragraph 4 refers to the ones whoAstay outside the n

41、etwork of sol influenceBhave little contact with the source of influenceCare influenced and then influence othersDare influenced by the initial influential Building on this basic truboutersonal influence, the researchers studied thedynamics of sol influence by conducting thousands of computer stimul

42、ations of populationsmanipulating a number of variables relating to peoples ability to influence others and theirtendency to be influenced.基于這一人際的基本事實，研究者研究了社會的動態(tài)變化1）Building on this basic truboutersonal influence,2）the researchers studied the dynamics of sol influence研究者研究了社會的動態(tài)變化conducting thousan

43、ds of computer stimulations of populations研究者通過對人群進行無數(shù)次的計算模擬，） manipulating a number of variables /relating to peoples ability to influence others and their tendency to be influenced.Manipulating A relating to B and C（研究和分析了與 B 和 C 相關(guān)的 A） A= a number of variablesB= peoples ability to influence other

44、s C= their tendency to be influencedManipulate 運用，研究，分析研究者研究和分析了與人們影響其他人的能力和影響的傾向相關(guān)的各種變量?；谶@一人際的基本事實，研究者通過對人群進行無數(shù)次的計算模擬，研究和分析了與人們影響其他人的能力和的動態(tài)變化。影響的傾向相關(guān)的各種變量，進而研究了社會 They foundt the principal requirement for what we call global cascades thewidespreropagation of influence through networks is the prese

45、nce not of a few influentialsbut, rather, of a critical mass of easily influenced people.a critical mass 大量的1 ） They foundt the principal requirement for what we call global cascades is thepresence not of a few influentials but, rather, of a critical mass of easily influenced people.They found A is

46、the presence not of B but, rather of B.9A= the principal requirement for what we call global cascades B= the presence not of a few influentialsC= a critical mass of easily influenced people2）global cascades is the widespreropagation of influence through networks Propagation:影響經(jīng)由社交網(wǎng)絡(luò)的廣泛被稱作“全球瀑”，研究者發(fā)現(xiàn)

47、要形成“全球瀑”，最主要的前提不是少數(shù)幾個有的出現(xiàn)。的人的存在而是大量的易受影響的人35. What is the essential elementhe dynamics of sol influence?AThe eagerness to be acceptedBThe impulse to influence othersCThe readiness to be influencedDThe inclination to rely on othersText 1Come on Everybodysng it.t whispered message, half inviion and ha

48、lf forcing, iswhat most of us think of when we hear the words pegood-drinking, drugs and casual sex. But in her new bookJorere. It usually leads to nohe Club, Tina Rosenberg contendst perere cso be aitive force through what she calls the sol cure, in whichanizations and offils use theer of group dyn

49、amics to help individuals improve theirlives andsibly the word.Rosenberg, the recipient of a Pulitzrize, offers a host of exle of the sol cure inaction: In South Carolina, a se-sponsored antismoking program calledRage Against the Hazesets out to make cigarettes uncool. In Soufrica, an HIV-prevention

50、 initiative known asLoveLife recruits young people to promote safe sex among their peers.The idea seems promising ， and Rosenberg isrceptive observer. Her critique of thelameness of many pubic-healthns is spot-on: they fail to mobilize perere forhealthy habits, and they demonstrate a seriously flawe

51、d understanding of psychology“. Dare to bedifferent, please dont smoke!” pleads one billboardteenagersteenagers, who desire nothing moren aimed at reducing smoking amongn fitting in. Rosenberg argues convincinglyt public-healprere.But on tClub is filled with biological factorsis presented here isdvo

52、cates ought to take a page from advertisers, so skilled at applying peereral effectiveness of the sol cure, Rosenberg is less persuasive. Jotoo much irrelevant detail and not enough exploration of the solheandt make perere soerful. The most glaring flaw of the sol cure ast it doesnt work very well f

53、or very long. Rage Against the Haze failed oncese funding was cut. Evidencet the LoveLife progrmixed.rodulasting changes is limited andTheres no doubtt our peer groups exert enormous influence on our behavior. Anemerging body of research showstitive health habits-as well as negative ones-spreadthrou

54、gh networks of friends via sol communication. This is a subtle form of peunconsciously imie the behavior we see every day.rere: we10Far less certain, however, is how sucsfully experts and bureaucrats can select our peergroups and steer their activities in virtuous directions. Its like the teacher wh

55、o breaks up thetroublemakersreally works. Andhe back row by pairing them with better-behaved classmates. The tactic neverts the problem wisol cure engineered from the outside:he realworld, as in school, we insist on choosing our own friends.第八篇 1. In his book The TipPo, Malcolm Gladwell arguest sold

56、emics aredriven in large part/ by the acting of a tiny minority of spel individuals, often called influentials,/who are unusually=very ( informed), persuasive, or well-connected.2. The idea is (actually spread.uitively)（從上講?。?compelling, but it doesnt explain how ideas31. By citing the book The TipP

57、o, the authorends tosoldemics are driven in large part/ by the acting of a tiny minority of spel individuals,often called influentials, /who are unusually=very ( informed), persuasive, or well-connected.Ayze the consequenof soldemicsBdiscuss influentials function in spreading ideas (模糊)Cexemplify pe

58、oplesuitive response to soldemicsDdescribe the essential characteristics of influentials.在社會流行潮中有的人的作用！二 1. The suped importance of influentials derives from a plausible sounding but largelyuntested theory called the two step flow of communication: Information flows from the media tothe influentials

59、 and from them to everyone else.2.Marketers have embraced(接受) the two-step flow because it suggestst if they can justfind and influence the influentials, those selected （優(yōu)質(zhì)）people will do most of the work forthem.3.The theory also seems to explabrands, or neighborhoods. （地段）he sudden and unexpected

60、popularity of certain looks,4.any such cases, a cursory search（粗略的） for causes findst/ some small group ofpeople was wearing, promoting, or develo(whatever it is) before anyone else paid attention.5. Anecdotal evidence （軼事/=untested evidence）of this kind fits nicely with the ideat only certain spel