资料：WordofMouthpromotionisbased-名校题库网

资料：Word of Mouth promotion is based on the principle of pull marketing.

Word of mouth （WOM） promotion is based on the principle of pull marketing. It relies on the transmission of a positive marketing message from person to person through conversation or a personal communication such as email or text message. Pull marketing gets consumers to bring other consumers to the product. In contrast, push marketing uses above-the-line promotional techniques to put products in front of consumers in order to generate sales.

Red Bull extensively uses pull marketing. This approach involves getting consumers excited about the product and conveying this excitement to their family and friends. It is also about trying to get coverage of Red Bull events in the press. This coverage can encourage consumers to find out more about the product. It helps to generate momentum, through creating interesting stories for people to talk about, which in turn help to create brand awareness and grow sales.

The founder of Red Bull used pull marketing to promote his original product in the 1980s. He hired a Red Bull Wings Team to go out and talk to people one-to-one about the product. This helps to create consumer interest in the product. As people experience the drink and appreciate its qualities, they become advocates for the brand. They share their opinions with other consumers when they talk with friends. The promotion therefore creates a ripple effect.

Why does the company try to get coverage of RB events in the press?

A.because it helps to generate momentum
B.because the events are funny enough to be transmitted
C.because it helps to create brand awareness and grow sales
D.both A and C

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答案： D

本题解析：

本题考查的是细节理解。

【关键词】why;the company;try coverage; RB events

【主题句】第2自然段This coverage can encourage consumers to find out more about the product. It helps to generate momentum, through creating interesting stories for people to talk about, which in turn help to create brand awareness and grow sales. 这种报道可以鼓励消费者更多地了解产品。它通过为人们创造有趣的故事来创造动力，从而帮助创造品牌意识，促进销售。

【解析】本题的问题是“为什么公司会试图在媒体上报道红牛事件？”。选项A意为“因为它有助于产生动力”；选项B意为“因为事件足够有趣可以传播”；选项C意为“因为它有助于创造品牌知名度并促进销售”；选项D意为“A和C”。根据主题句可知，A、C选项均有提及，故选D。