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 mediafor 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.
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.
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.
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.
第1题
男性,70岁,因前列腺增生造成排尿困难,尿潴留,已15小时未排尿。目前正确的护理措施是
A.热敷下腹部
B.让患者坐起排尿
C.用温水冲洗会阴部
D.让患者听流水声
E.行导尿术
第2题
患者,男性,70岁,因前列腺增生造成排尿困难,尿潴留,已15小时未排尿。目前正确的护理措施是
A.让患者坐起排尿
B.让患者听水流声
C.用温水冲洗会阴部
D.热敷下腹部
E.行导尿术
第3题
男性,70岁,因前列腺增生造成排尿困难,尿潴留,已15小时未排尿。目前正确的护理措施是
A、让患者坐起排尿
B、让患者听流水声
C、用温水冲洗会阴部
D、热敷下腹部
E、行导尿术
第4题
男性患者,70岁,因前列腺增生造成排尿困难,尿潴留,已15小时未排尿。目前正确的护理措施是
A.用温水冲洗会阴部
B.行导尿术
C.让患者听流水声
D.让患者坐起排尿
E.热敷下腹部
第5题
男性,70岁,因前列腺增生造成排尿困难,尿潴留,已15小时未排尿。目前正确的护理措施是
A.让患者听流水声
B.用温水冲洗会阴部
C.让患者坐起排尿
D.行导尿术
E.热敷下腹部
第6题
患者,男性,70岁,因前列腺增生造成排尿困难,尿潴留,已15小时未排尿。目前正确的护理措施是
A.让病人坐起排尿
B.让病人听流水声
C.用温水冲洗会阴部
D.热敷下腹部
E.行导尿术
第7题
患者,男性,70岁,因前列腺增生造成排尿困难,尿潴留,已15小时未排尿。日前正确的护理措施是()。
A.让患者坐起排尿
B.让患者听水流声
C.用温水冲洗会阴部
D.热敷下腹部
E.行导尿术
第8题
男性病人,70岁,因前列腺增生造成排尿困难,尿潴留,已15小时未排尿。目前正确的护理措施是
A.让病人坐起排尿
B.让病人听流水声
C.用温水冲洗会阴部
D.热敷下腹部
E.行导尿术
第9题
男性,70岁,因前列腺增生造成排尿困难,尿潴留。已15小时未排尿。目前正确的护理措施是
A.让病人坐起排尿
B.让病人听流水声
C.用温水冲洗会阴部
D.热敷下腹部
E.行导尿术
第10题
某男,70岁,因前列腺增生造成排尿困难,尿潴留,已15小时未排尿。目前正确的护理措施是()。
A.让患者坐起排尿
B.让患者听流水声
C.用温水冲洗会阴部
D.热敷下腹部
E.行导尿术
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