2011年考研英语一阅读 Text 3 原文翻译及答案解析

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.

营销成功的大致准则曾经是“一分钱一分货”。如今已不再如此。尽管传统的“付费”媒体——如电视广告和印刷广告——仍然扮演着重要角色，但如今公司可以利用许多替代形式的媒体。对产品充满热情的消费者可能会通过主动向朋友推荐来创造“赚取”媒体，而公司可以通过向在其网站注册的客户发送产品和销售电子邮件警报来利用“自有”媒体。消费者如今做出购买决策的方式意味着，营销的影响源自超越传统付费媒体的广泛因素。

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.

付费和自有媒体由推广自身产品的营销人员控制。对于赚取媒体，这些营销人员充当用户响应的发起者。但在某些情况下，一个营销人员的自有媒体会成为另一个营销人员的付费媒体——例如，当电子商务零售商在其网站上销售广告位时。我们将这种售出的媒体定义为流量如此强大以至于其他组织将其内容或电子商务引擎放置在该环境中的自有媒体。我们认为这种趋势仍处于起步阶段，它实际上始于零售商和旅行提供商，如航空公司和酒店，并且无疑会进一步发展。例如，强生公司创建了BabyCenter，这是一个独立的媒体资产，推广互补甚至竞争产品。除了产生收入外，其他营销人员的存在使网站显得客观，为公司提供了学习其他公司营销吸引力的宝贵信息的机会，并可能有助于扩大所有相关公司的用户流量。

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.

同样的戏剧性技术变革在为营销人员提供更多（和更多样化）沟通选择的同时，也增加了热情的消费者以更快、更明显且更具破坏性的方式表达意见的风险。这种被劫持的媒体与赚取媒体相反：资产或活动成为消费者、其他利益相关者或活动人士的劫持对象，他们对品牌或产品提出负面指控。例如，社交网络的成员正在学习，他们可以通过劫持媒体来向最初创建这些媒体的商业施加压力。

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.

如果发生这种情况，热情的消费者会试图说服他人抵制产品，使目标公司的声誉面临风险。在这种情况下，公司的响应可能不够迅速或周到，且学习曲线陡峭。例如，丰田汽车今年早些时候通过相对快速且精心策划的社交媒体响应活动，缓解了其召回危机的部分损害，该活动包括在Twitter和社交新闻网站Digg等平台上直接与消费者互动。

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