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 email alerts about products and sales to customers registered with its website. 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.
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 &m
A. obsessed with online shopping at certain websites
B. inspired by product-promoting emails sent to them
C. eager to help their friends promote quality products
D. enthusiastic about recommending their favorite products
Drivers on the Basingstoke by-pass used to have their attention diverted by a sign that reads A MOMENT’S INATTENTION CAUSES ACCIDENTS. This self-defeating warning has now been removed, but its message is still very much to the point.
Almost anything can cause an accident. Apart from momentary inattention, it might be a minor miscalculation, a sudden fit of coughing, a bop on the head with a teddy-bear from a child in the back seat, an argument with the wife, fog, falling asleep at the wheel, bad eyesight, a glaring sun, ice, rain, wind, or snow-all these can make the difference between a tragic hit and a lucky miss.
Although human error plays its part, it is by no means the only cause of accidents. There must be some cause other than simple human error. Road construction plays its part: researchers have found that it is not at the obvious danger spot- sharp corners, cross-roads, narrow lanes — that accidents happen. It is on those roads where there are
A. it will make a driver wait at the scene
B. it will distract the driver’s attention
C. it is too difficult to understand
D. it is too long to be read by drivers
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