But although they have the potential to be useful marketing tools, such networks can also be a source of damaging publicity, as British Airways (BA) and Virgin Atlantic have discovered to their cost.

也许，这些方式有可能成为有效的市场推广工具，但也有可能成为一种致命的宣传手段。 英国航空和维珍航空因此已经尝到苦果。

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The traditional marketing strategy for these films has been to expand to more and more markets as word of mouth, press and publicity propel the films forward.

电影传统的营销策略已经越来越多延伸到市场口碑，依靠公众的力量来推动电影的宣传。

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While some authors may prefer to publish and market their own work, many want the whole package offered by a publisher: editorial input; marketing and publicity expertise;

一些作者可能更愿意自己发行与销售他们的书，而一些人希望出版商提供整套服务包括：专业的营销宣传，编辑参与；

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Tong Gang, head of the State Administration of Radio, Film and Television, urged filmmakers to "better express Chinese images and stories in line with the international film mainstream" and step up their marketing and publicity, according to state media.

NPR: China's Homegrown Hit Films Struggle Overseas

For most big budget movies nowadays that ratio is reversed and Paramount sought to improve it this go-around with a more costly foreign marketing campaign and more extensive global publicity tour.

WSJ: 'Star Trek' Tops Box Office, Transports Well Overseas