2. 外语
  3. 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

admin2009-04-23  93
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 then a company would like. For example, in 1982, P&G faced a substantial publicity problem over the meaning of its 123-year-old company logo(标识语). A few ministers and citizens believed that the symbol was sacrilegious(渎圣的). 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 issued news featuring prominent clergy that refuted the rumors, and threatened to sue those people spreading the stories. The media cooperated and the false rumor was temporarily put to rest. However, in 1985, negative publicity became so disruptive(制造混乱的) that P&G 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, media determine the placement of a story; it may follow a report on crime or sports. Finally, the media ascertain whether to cover a story at all and the amount of coverage. A company-sponsored jobs program might go unreported or receive three sentence coverage in a local newspaper.
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解析 由题干关键词cost定位到第一段第三句。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．文章将宣传与做广告进行比较，指出媒体宣传的受众广，且花费低。
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