蘋(píng)果欲叫停免費(fèi)贈(zèng)送iPad和iPhone活動(dòng)
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????WTVD-TV是美國(guó)廣播公司（ABC）的會(huì)員企業(yè),，位于北卡羅萊納州的羅利-達(dá)勒姆（Raleigh -Durham）,。今年開(kāi)春時(shí)，該電視臺(tái)的員工想出了一個(gè)絕妙的點(diǎn)子,。為了贏得觀眾的青睞,，同時(shí)也提升其在Facebook、Twitter,、以及Google Buzz上的形象,，該電視臺(tái)組織了一次抽獎(jiǎng),，11名幸運(yùn)觀眾將每人獲贈(zèng)一部時(shí)下最為炙手可熱的消費(fèi)電子產(chǎn)品：蘋(píng)果（Apple）iPad。 ????但是,，主辦方當(dāng)時(shí)并沒(méi)有意識(shí)到,，此舉正好與蘋(píng)果有關(guān)第三方促銷(xiāo)的規(guī)定（ Guidelines for Third Party Promotions）背道而馳。當(dāng)然,，如果他們事先做過(guò)盡職的調(diào)查,，應(yīng)該不難認(rèn)識(shí)到這一點(diǎn)。蘋(píng)果深知,，品牌是其最寶貴的一項(xiàng)資產(chǎn),。正是基于這一理論，蘋(píng)果就第三方使用其產(chǎn)品的相關(guān)事項(xiàng)出臺(tái)了一系列極為嚴(yán)格的規(guī)定,。其中包括：（引用如下） ????? iPad,、iPhone、以及iPhone禮品卡等產(chǎn)品不得用于第三方促銷(xiāo)活動(dòng),。 ????? iPod Touch只可用于特定場(chǎng)合,，且最低購(gòu)買(mǎi)量不少于250部。 ????? Myriad Set字體不得用于網(wǎng)站,、產(chǎn)品,、包裝、手冊(cè),、促銷(xiāo)或廣告資料及其它相關(guān)文字材料,。 ????? 禁止在任何涉及蘋(píng)果產(chǎn)品的場(chǎng)合以顯著方式（如標(biāo)題、叫賣(mài)等）使用“免費(fèi)”字樣,。 ????? 所有與蘋(píng)果產(chǎn)品促銷(xiāo)相關(guān)的營(yíng)銷(xiāo)材料必須上報(bào)蘋(píng)果公司審核,。 ????上述幾項(xiàng)規(guī)定及其它相關(guān)內(nèi)容記錄在一份長(zhǎng)達(dá)兩頁(yè)的文件里。這份文件早在今年1月已經(jīng)出臺(tái),。但是,，蘋(píng)果只是近來(lái)才開(kāi)始直接介入，要求各公司照此文件執(zhí)行,。今年早些時(shí)候,，《蘋(píng)果信徒》（Cult of Mac）的尼科爾?馬蒂尼利（ Nicole Martinelli）曾列數(shù)了三四十起高調(diào)的iPad抽獎(jiǎng)和贈(zèng)送活動(dòng)，其中包括Mashable,、MacMall以及Mahalo等公司舉辦的抽獎(jiǎng)活動(dòng),。而且，就她所知,，組織上述活動(dòng)的公司均從未被告知這些活動(dòng)違規(guī),。 ????蘋(píng)果拒絕對(duì)此發(fā)表評(píng)論。 ????譯者：大海 |
????Earlier this spring, the folks at WTVD-TV, the local ABC affiliate in Raleigh-Durham, N.C., had a bright idea. To drum up interest in the station -- and raise its profile on Facebook, Twitter and Google Buzz -- it organized a sweepstakes contest and gave 11 lucky winners the hottest prize in consumer electronics: an Apple (AAPL) iPad. ????What the contest organizers didn't realize -- but would have quickly learned if they'd done their due diligence -- was that they'd just run afoul of Apple's Guidelines for Third Party Promotions. Operating on the theory that its brand is one of its most valuable properties, Apple has laid out some pretty strict rules about what it thinks you can and can't do with its products. Among them: (I quote) ????? iPad, iPhone and the iPhone Gift Card may not be used in third-party promotions. ????? iPod touch is only allowed to be used in special circumstances and requires a minimum purchase of 250 units. ????? You may NOT use the Myriad Set font on or in connection with web sites, products, packaging, manuals, or promotional/advertising materials. ????? The use of "free" as a modifier in any Apple product reference in a prominent manner (headlines, call- outs, etc.) is prohibited. ????? You must submit all marketing materials related to the promotion of Apple products to Apple for review. ????The two-page document that lists these guidelines -- and many more -- has been around at least since January, but it seems that Apple has begun reaching out to companies to enforce them only recently. Earlier this year, Cult of Mac's Nicole Martinelli counted more than three dozen active iPad sweepstakes and giveaways, including contests run by Mashable, MacMall and Mahalo. None of them, as far as she knows, was ever told not to do it. ????Apple declined to comment. |
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