首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
外语
Publicity offers several benefits. There are no costs for message time or space. An ad in prime time television may cost $250,00
Publicity offers several benefits. There are no costs for message time or space. An ad in prime time television may cost $250,00
admin
2009-03-16
41
问题
Publicity offers several benefits. There are no costs for message time or space. An ad in prime time television may cost $250,000 to $500,000 or more per minute, whereas a five-minute report on a network newscast would not cost anything. However, there are costs for news releases, a publicity department, and other items.
As with advertising, publicity reaches a mass audience. Within a short time, new products or company policies are widely known. Credibility about messages is high, because they are reported in independent media. A newspaper review of a movie has more believability than an ad in the same paper, because the reader associates independence with objectivity. Similarly, people are more likely to pay attention to news reports than ads. Readers spend time reading the stories, but they flip through the ads. Furthermore, there may be 10 commercials during a half hour television program or hundreds of ads in a magazine, Feature stories are much fewer in number and stand out clearly.
Publicity also has some significant limitations. A firm has little control over messages, their timing, their placement, or their coverage by a given medium. It may issue detailed news releases and find only portions cited by the media; and media have the ability to be much more critical than a company would like. For example, in 1982, Procter & Gamble faced a substantial publicity problem over the meaning of its 123 year old company logo. A few ministers and other private citizens believed that the symbol was sacrilegious. These beliefs were covered extensively by the media and resulted in the firm receiving 15,000 phone calls about the rumor in June alone. To combat this negative publicity, the firm sued news releases featuring prominent clergy that refuted the rumors, and threatened to sue those people spreading the stories, and had a spokesperson appear on Good Morning America. The media cooperated with the company and the false rumors were temporarily put to rest. However, in 1985, negative publicity became so disruptive that Procter & Gamble decided to remove the logo from its products.
A firm may want publicity during certain periods, such as when a new product is introduced or new store opened, but the media may not cover the introduction or opening until after the time it would aid the firm. Similarly, the media determine the placement of a story; ii may follow a report on crime or sports. Finally, the media ascertain whether to cover a story at all and the amount of coverage to be devoted to it. A company sponsored job program might go unreported or receive three-sentence coverage in a local newspaper.
选项
A、No time costs.
B、Attentiveness.
C、High credibility.
D、High profitability.
答案
D
解析
转载请注明原文地址:https://kaotiyun.com/show/ITPd777K
本试题收录于:
公共英语四级笔试题库公共英语(PETS)分类
0
公共英语四级笔试
公共英语(PETS)
相关试题推荐
Thisbookisaninvitationtosharetheexperiencesofpeople(31)likeyou,learnanewlanguageorcometoliveinacultured
Thisbookisaninvitationtosharetheexperiencesofpeople(31)likeyou,learnanewlanguageorcometoliveinacultured
Daydreamingisahealthyandnaturalactofthehumanpsyche,accordingtoAmericanHealthmagazine.Likedreamsduringsleep,d
Whichofthefollowingisthemostappropriatetitleforthepassage?Accordingtotheauthor,whichofthefollowingisNOTtr
"Themoregadgetsthereare,the【C1】______thingsseemtoget."saidHonoreErvin,co-authorofTheEtiquetteGirls:ThingsYou
"Themoregadgetsthereare,the【C1】______thingsseemtoget."saidHonoreErvin,co-authorofTheEtiquetteGirls:ThingsYou
"Themoregadgetsthereare,the【C1】______thingsseemtoget."saidHonoreErvin,co-authorofTheEtiquetteGirls:ThingsYou
Ascientistoncesaid,"Ihaveconcludedthattheearthisbeingvisitedbyintelligentlycontrolledvehiclesfromouterspace."
Ascientistoncesaid,"Ihaveconcludedthattheearthisbeingvisitedbyintelligentlycontrolledvehiclesfromouterspace."
Everyoneagreesonhowtelevisionaffectsviewers.
随机试题
晚清时期,各部院行政官员的录用考试制度逐步建立,各部门因专业不同,考试条件与内容也不同,其中高等考试资格为()
有关照片对比度的叙述,错误的是
三角高程测量中,能有效减弱大气垂直折光影响的方法有()。
某单位拟在环境空气质量一类区内建设供热锅炉,根据《锅炉大气污染物排放标准》,燃料符合要求的有()。
某码头工程由码头及引桥两部分组成。码头长540m,宽35m,设计为集装箱码头和多用途件杂货码头泊位各一个;结构形式为高桩梁板式结构,桩基为φ1200预应力大管桩,现浇横梁,预制安装纵梁轨道梁、面板,现浇面层。引桥长528m,宽16m,结构形式为高桩板梁式结
中国公民2012年6月取得的下列收入中,应计算缴纳个人所得税的是()。
根据《职工带薪年休假条例》,下列职工中,不享受当年年休假的是()。
《机关文件材料归档范围和文书档案保管期限规定》中,将机关文书档案的保管期限划分为三类,其中不包括()。
下列对选举权中的平等原则的理解错误的是:
六一节快到了,幼儿园老师为班上的小明、小雷、小刚、小芳、小花五位小朋友准备了红、橙、黄、绿、青、蓝、紫7份礼物。已知所有礼物都送了出去,每份礼物只能由一人获得。每人最多获得两份礼物。另外,礼物派送还需要满足如下要求:(1)如果小明收到橙色礼物,则小芳会收
最新回复
(
0
)