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
66
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
Fromthepassageweknowthatthedevelopmentofhightechnologyisintheinterestsof______.Theauthor’sattitudetowardth
Thisbookisaninvitationtosharetheexperiencesofpeople(31)likeyou,learnanewlanguageorcometoliveinacultured
Thisbookisaninvitationtosharetheexperiencesofpeople(31)likeyou,learnanewlanguageorcometoliveinacultured
Thisbookisaninvitationtosharetheexperiencesofpeople(31)likeyou,learnanewlanguageorcometoliveinacultured
WhatiswrongwiththeAmericandiet?
Youhavereadanarticleinamagazinewhichstates,"SomepeoplecriticizethemainOlympicstadiumBirdNestinBeijing,sayin
BycitingtheexamplesofpoetsWordsworthandBaudelaire,theauthorintendstoshowthat______.Whichofthefollowingistr
WhathasbecomeabigissueforeducatorsinAmericanschoolsbetweenthesexes?
Inathree-monthperiodlastyear,twoBrooklyniteshadtobecutoutoftheirapartmentsandcardedtohospitalonstretchersd
Whatshouldonedoifhewantstoworkmoreefficientlyathislowpointinthemorning?
随机试题
病案登记的要点为
下列与咳粉红色泡沫痰有关的是
上海东方公司是一家亚洲地区的玻璃套装门分销商,套装门在中国香港生产后运至上海。管理当局预计年度需求量为10000套。套装门的购进单价为395元(包括运费,单位是人民币,下同)。与定购和储存这些套装门相关资料如下:(1)上年的订单共22份,总处理成本134
关于增值税的政策,下列陈述不正确的是()。
关于记录的作用说法错误的是()。
在一次面试中考官提问“如果公司派你出差,而这时你妻子病重。你会怎么处理?”这是一个()问题。
下述哪一个不是DMAC(直接存储器存取控制器)的组成部分( )
下列叙述中正确的是( )。
そのセーターをどこで買った________覚えていますか。
TheSpringFestivalisa(tradition)______festivalinChina.
最新回复
(
0
)