Question

【题目】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 营 销 ) — 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 荐 ， 介 绍 ) 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?

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【2】What is the idea of viral marketing?

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

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

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

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Answer 1

【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】

本文是一篇说明文。文章主旨大意：病毒性营销在近年来变得非常流行。它是指在网络上，广告商通过“口碑”效应使得人们推荐、介绍产品或服务给其他人。但是，广告商不能强迫人们去推荐或介绍，所以他们必须使用有创意的方式，人们才会帮助他们去做这件事：一种方式是给别人一些好处；另一种是发布和产品或服务有关的好玩有趣的视频。不幸的是，这种营销方式非常困难，所以广告商们要尽量想出有创意的新策略才能更好营销。

【1】

细节理解题。根据第一段“…a new type of ad strategy — viral marketing — has become popular.”可知，是病毒性营销策略变得流行。故答案为Viral marketing.

【2】

细节理解题。根据第二段“The idea of viral marketing is the “word of mouth” effect…”可知，病毒性营销的理念是“口碑”效应。故答案为The “word of mouth” effect.

【3】

细节理解题。根据第三段“Advertisers can't force people to spread their message.”可知，广告商不能强迫人们传播他们的信息。故答案为Spread their message.

【4】

细节理解题。根据倒数第二段“When someone comes across a great ad for BMW, they may send a link to their friends.”可知，当人们看到好的宝马广告时，他们会把广告链接发给他们的朋友们。故答案为Send a link to their friends.

【5】

细节理解题。根据最后一段“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，网络上有太多广告和网站，只有想出有创意的新策略才会在众多广告中取胜；但是要想出更有创意的策略就使得计划病毒性营销很困难。故答案为The activities must be more creative.