【題目】Viral Marketing

Companies are always on the lookout for new ways to sell products. We're used to seeing ads in newspapers and on television. In recent years, a new type of ad strategy — viral marketing ( 病毒 性 營 銷 ) — has become popular. It uses the Internet to spread information about a product or service.

The idea of viral marketing is the "word of mouth" effect, that is, to get people to recommend( 推 薦 ， 介 紹 ) a product to others. On the Internet, that can be done by email messages. Or, the information may be posted on forums, blogs, and other websites.

Advertisers can't force people to spread their message. So, they must think of creative ways to get people to help out. One good way is to give something away. For example, when somebody sends an email using a Hotmail account, there's an ad on the bottom. It tells others how to get a free account. Other companies give away branded screensavers, wallpaper, and sounds. Whenever they're seen or shared, it advertises the product.

Another way is funny and interesting videos. When someone comes across a great ad for BMW, they may send a link to their friends. They may even add the video to a forum or blog. Companies love the effect. It gets more people to watch their ads, visit their websites, and hopefully, buy their products.

Unfortunately, it's hard to plan viral marketing activities. There are many ads and websites on the Internet. So, designers and marketers must think up creative new strategies. If something is funny, interesting, or useful enough, people will tell their friends about it. If it includes giving something away, the viral marketing activity may be even more successful.

【1】Which new type of ad strategy has become popular?

__________________________________________________

【2】What is the idea of viral marketing?

__________________________________________________

【3】What can't advertisers force people to do?

__________________________________________________

【4】What may people do when they come across a great ad for BMW?

__________________________________________________

【5】Why is it hard to plan viral marketing activities?

__________________________________________________

【答案】

【1】Viral marketing.

【2】The “word of mouth” effect.

【3】Spread their message.

【4】Send a link to their friends.

【5】The activities must be more creative.

【解析】

本文是一篇說明文。文章主旨大意：病毒性營銷在近年來變得非常流行。它是指在網(wǎng)絡(luò)上，廣告商通過“口碑”效應(yīng)使得人們推薦、介紹產(chǎn)品或服務(wù)給其他人。但是，廣告商不能強(qiáng)迫人們?nèi)ネ扑]或介紹，所以他們必須使用有創(chuàng)意的方式，人們才會(huì)幫助他們?nèi)プ鲞@件事：一種方式是給別人一些好處；另一種是發(fā)布和產(chǎn)品或服務(wù)有關(guān)的好玩有趣的視頻。不幸的是，這種營銷方式非常困難，所以廣告商們要盡量想出有創(chuàng)意的新策略才能更好營銷。

【1】

細(xì)節(jié)理解題。根據(jù)第一段“…a new type of ad strategy — viral marketing — has become popular.”可知，是病毒性營銷策略變得流行。故答案為Viral marketing.

【2】

細(xì)節(jié)理解題。根據(jù)第二段“The idea of viral marketing is the “word of mouth” effect…”可知，病毒性營銷的理念是“口碑”效應(yīng)。故答案為The “word of mouth” effect.

【3】

細(xì)節(jié)理解題。根據(jù)第三段“Advertisers can't force people to spread their message.”可知，廣告商不能強(qiáng)迫人們傳播他們的信息。故答案為Spread their message.

【4】

細(xì)節(jié)理解題。根據(jù)倒數(shù)第二段“When someone comes across a great ad for BMW, they may send a link to their friends.”可知，當(dāng)人們看到好的寶馬廣告時(shí)，他們會(huì)把廣告鏈接發(fā)給他們的朋友們。故答案為Send a link to their friends.

【5】

細(xì)節(jié)理解題。根據(jù)最后一段“Unfortunately, it's hard to plan viral marketing activities. There are many ads and websites on the Internet. So, designers and marketers must think up creative new strategies.”可知，網(wǎng)絡(luò)上有太多廣告和網(wǎng)站，只有想出有創(chuàng)意的新策略才會(huì)在眾多廣告中取勝；但是要想出更有創(chuàng)意的策略就使得計(jì)劃病毒性營銷很困難。故答案為The activities must be more creative.

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