問題詳情

四、閱讀測驗【請在下列各題中選出最適當的答案】In the era of Facebook and YouTube, brand building has become a vexing challenge. This is not how thingswere supposed to turn out. A decade ago most companies were heralding the arrival of a new golden age of branding.They hired creative agencies and armies of technologists to insert brands throughout the digital universe. Viral, buzz,memes, stickiness, and form factor became the lingua franca of branding. But despite all work done, such effortshave had very little payoff.As a central feature of their digital strategy, companies made huge bets on what is often called branded content.The thinking went like this: Social media would allow your company to leapfrog traditional media and forgerelationships directly with customers. If you told them great stories and connected with them in real time, yourbrand would become a hub for a community of consumers. Businesses have invested billions pursuing this vision.Yet few brands have generated meaningful consumer interest online. In fact, social media seems to have madebrands less significant. What has gone wrong?To solve this puzzle, we need to remember that brands succeed when they break through in culture. Andbranding is a set of techniques designed to generate cultural relevance. Digital technologies have not only createdpotent new social networks but also dramatically altered how culture works. Digital crowds now serve as veryeffective and prolific innovators of culture—a phenomenon called crowd-culture. Crowd-culture changes the rulesof branding—which techniques work and which do not. If we understand crowd-culture, then, we can figure outwhy branded-content strategies have fallen flat—and what alternative branding methods are empowered by socialmedia.Those who are known as cultural innovators of crowd-culture are now so effective at producing creativeentertainment that it’s impossible for companies to compete. While crowd-culture has threatened and aggressivelychallenged conventional branding models, it actually makes an alternative model—cultural branding—even morepowerful. In this approach, brands can collaborate with crowd-cultures and champion their ideologies in themarketplace.
21. What is the main idea of the passage?
(A) Crowd-culture is the subculture developed exclusively for new forms of entertainment.
(B) Fusing in crowd-cultural branding creates a new synergy for social media branding.
(C) Traditional branding efforts can be more effective as long as they are digitalized.
(D) Social media have become a disruptive force for traditional media.

參考答案

答案：B
難度：適中0.4375
統計：A(4),B(7),C(0),D(5),E(0)

內容推薦

內容推薦