9.Consumers passionate about a product may create"earned media by willingly promoting it to friends, and a company may leverage"owned" media by sending e-mail alerts about products and sales to customers registered with its web site.10. The coming of age of the postwar baby boom and an entry of women into the male dominated job market have limited the opportunities of teenagers who are already questioning the heavy personal sacrifices involved in climbing Japans rigid social ladder to good schools and jobs.