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 $ 250,0
Publicity offers several benefits. There are no costs for message time or space. An ad in prime time television may cost $ 250,0
admin
2012-10-20
22
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 arc 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 issued news releases featuring prominent clergy that refuted the rumors, 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 rumor was 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, 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 to be devoted to it. A company- sponsored jobs program might go unreported or receive three-sentence coverage in a local newspaper.
The author mentions all of the following advantages of publicity EXCEPT ______.
选项
A、having no time costs
B、having attentiveness
C、having high credibility
D、having high profitability
答案
D
解析
事实细节题。文章第一段第二句提到A:信息的时空没有成本;第二段第三句提到B :比起广告,人们更注意新闻报道。第二段首句点明:信息的可信度很高,因为它们是中立的媒体发布的。但是文中根本没有提及有关D 的内容。
转载请注明原文地址:https://kaotiyun.com/show/h1hK777K
0
专业英语四级
相关试题推荐
WhichoneofthefollowingwasNOTamongtheconditionsofthemanseveralyearsago?
Soilqualityisoneofthemostbasicandperhapsleastunderstoodindicatorsoflandhealth.Soilsupportsplantgrowthandrep
Everyprofessionortrade,everyartandeverysciencehasitstechnicalvocabulary,thefunctionofwhichispartlytodesignat
Themembershipcardentitledhim______certainprivilegesintheclub.
Whetherworkshouldbeplacedamongthecausesofhappinessoramongthecausesofunhappinessmayperhapsberegardedasadoub
Theeffectofthebabyboomontheschoolshelpedtomakepossibleashiftinthinkingabouttheroleofpubliceducationinthe
Duringanearthquake,thegreatpartofdamageandlossoflifehasbeen_____collapseofbuildingsandtheeffectofrockslides,
Whydidherneighborsgoupontheroof?
Asinglestatusmayhavemultiplerolesattachedtoit,constitutingaroleset.Considerthestatusofapatientinahospital.
Accordingtothepassage,asurveyaboutbutterfliesiscarriedonby________.
随机试题
下列是行为主义者的主张的是()
常见药物制剂的化学配伍变化是
根据《招标投标法》的规定,不属于评标专家库专家必备条件的是()。
关于理财业务的客户需求调查,下列说法正确的是()。
A有限责任公司注册资本为8000万元,净资产为10000万元,现A公司根据公司经营战略的需要变更为B股份有限公司。根据规定,B股份有限公司折合的股份总额不得高于( )。
下列不属于我国三大石窟的是()。
爆胎:事故:保险
长尾理论是网络时代兴起的一种新理论,由美国人克里斯安德森提出。长尾理论认为,由于成本和效率的因素,过去人们只能关注重要的人或重要的事,如果用正态分布曲线来描绘这些人或事,人们只能关注曲线的“头部”,而将处于曲线“尾部”、需要更多的精力和成本才能关注到的大多
Theopeningbetweentherockswasverynarrow,buttheboysmanagedto_________through.
HowExerciseMakesYouSmarterExercisedoesmorethanbuildmusclesandhelppreventheartdisease.Newscienceshowsthat
最新回复
(
0
)