反驳女性受到歧视的观点可能很疯狂,但罗伯茨在这里用了一种方法。它源于当前最流行的营销理念,那就是“免费媒体”。它是指品牌通过客户的关注和在Facebook和Twitter等社交媒体平台上表达忠诚而赢得的曝光度,与广告业的“付费媒体”相反。
The best form of “earned media” are spontaneous (or encouraged by an agency to appear spontaneous) expressions of loyalty to a brand. Companies invest heavily to get campaigns to “go viral” as users deem them funny or striking. “The people who change the dialogue are ‘we the people’, how we receive and share the message,” Mr Roberts said on Bloomberg Television.
“免费媒体”的最佳模式是自发(或者在某机构的鼓励下看起来像是自发)表达对某品牌的忠诚。公司为了让消费者认为它们的广告有趣或吸引人,从而使广告“像病毒般扩散”,不惜花费重金。罗伯茨在彭博电视(Bloomberg Television)上表示:“改变对话的人是‘我们人民’,我们如何接收和共享信息。”
The second best is being noticed, even if what you say is outrageous. Donald Trump is an arch exponent of fusing personal provocation to corporate branding on television and social media, and has extended it to the US presidential election. “He got $400m of earned media because what he was saying was stimulating, provocative, even if somewhat extreme,” Mr Roberts noted of the Republican candidate.
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