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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.【F1】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—for instance, when an e-commerce retailer sells ad space on its Web site.【F2】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.【F3】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.【F4】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.【F5】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. 【F4】
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Much has been written about poverty but none of the accounts seem to get at the root of the problem. It must be noted that the debilitating effects of poverty are not only the result of lack of money but are also the result of powerlessness.【F1】The poor are subject to their social situation instead of being able to affect it through action, that is, through behavior that flows from an individual"s decisions and plans.In other words, when social scientists have reported on the psychological consequences of poverty, it seems reasonable to believe that they have described the psychological consequences of powerlessness. The solution to poverty most frequently suggested is to help the poor secure more money without otherwise changing the present power relationships. This appears to implement the idea of equality while avoiding any unnecessary threat to the established centers of power. But since the consequences of poverty are related to powerlessness, not to the absolute supply of money available to the poor, and since the amount of power purchasable with a given supply of money decreases as a society acquires a large supply of goods and services, the solution of raising the incomes of the poor is likely, unless accompanied by other measures, to be ineffective in a wealthy society.In order to reduce poverty—related psychological and social problems in the United States, the major community will have to change its relationship to neighborhoods of poverty in such fashion that families in the neighborhoods have a greater interest in the broader society and can more successfully participate in the decision-making process of the surrounding community. Social action to help the poor should have the following characteristics: First, the poor should see themselves as the source of the action.【F2】Second, the action should effect in major ways the preconceptions of institutions and persons who define the poor; the action should demand much in effect or skill.【F3】Third, the action should be successful and the successful self-originated important action should increase the feeling of potential worth and individual power of individuals who are poor.【F4】The only initial resource which a community should provide to neighborhoods of poverty should be on a temporary basis and should consist of organizers who will enable the neighborhoods quickly to create powerful, independent, democratic organizations of the poor.【F5】Through such organizations, the poor will then negotiate with the outsiders for resources and opportunities without having to submit to concurrent control from outside. 【F2】
U.S. Life Expectancy Hits New HighLife expectancy rates in the United States are at an all-time high, with people born in 2005 projected to live for nearly 78 years, a new federal study finds.The finding reflects a continuing trend of increasing life expectancy that began in 1955, when the average American lived to be 69.6 years old. By 1995, life expectancy was 75.8 years, and by 2005, it had risen to 77.9 years, according to the report released Wednesday."This is good news", said report coauthor Donna Hoyert, a health scientist at the National Center for Health Statistics. "It"s even beer news that it is a continuation of trends, so it is a long period of continuing improvement."Despite the upward trend, the United States still has a lower life expectancy than some 40 other countries, according to the U. S. Census (人口普查) Bureau. The country with the longest life expectancy is Andorra at 83.5 years, followed by Japan, Macau, San Marino and Singapore.Much of the increase owes to declining death rates from the three leading causes of death in the country-heart disease, cancer and stroke.In addition, in 2005, the U. S. death rate dropped to an all-time low of less than 800 deaths per 100,000.Dr. David Katz director of the Prevention Research Center at Yale University School of Medicine, said, "News that life expectancy is increasing is, of course, good. But the evidence we have suggests that there is more chronic disease than ever in the U. S."Adding years to life is a good thing, Katz said. "But adding vital life to years is at least equally important. If we care about living well, and not just longer, we still have our work cut out for us." he said. The increase in the U. S. life expectancy is mostly due to ______.
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.【F1】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—for instance, when an e-commerce retailer sells ad space on its Web site.【F2】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.【F3】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.【F4】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.【F5】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. 【F1】
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.【F1】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—for instance, when an e-commerce retailer sells ad space on its Web site.【F2】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.【F3】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.【F4】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.【F5】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. 【F2】
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