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
2010-07-06
53
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.
Which one of the following is NOT mentioned as an advantage of publicity?
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/jRDd777K
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
Theaveragepersonseestensofthousandsofimagesaday—imagesontelevision,innewspapersandmagazines,andonthesidesof
Culturalglobalization,formany,meansWesternizationorAmericanization.Animportantdistinctionconcerningtoday’scultural
Culturalglobalization,formany,meansWesternizationorAmericanization.Animportantdistinctionconcerningtoday’scultural
Culturalglobalization,formany,meansWesternizationorAmericanization.Animportantdistinctionconcerningtoday’scultural
Culturalglobalization,formany,meansWesternizationorAmericanization.Animportantdistinctionconcerningtoday’scultural
America—thegreat"meltingpot"—hasalwaysbeenarichblendofculturaltraditionsfromallovertheworld.ManyAmericanfamil
America—thegreat"meltingpot"—hasalwaysbeenarichblendofculturaltraditionsfromallovertheworld.ManyAmericanfamil
America—thegreat"meltingpot"—hasalwaysbeenarichblendofculturaltraditionsfromallovertheworld.ManyAmericanfamil
Theaveragepersonseestensofthousandsofimagesaday—imagesontelevision,innewspapersandmagazines,andonthesidesof
随机试题
简述调查人员的三项基本职责。
Themanagerclaimedthathiscompanyhadthe()rightofpublication.
川乌的剧毒成分是
A.抗感染B.剖胸探查C.同定胸壁D.穿刺排气减压E.迅速封闭胸壁伤口开放性气胸的紧急处理应
砌筑拱和拱顶时,必须()。
按照《公路工程国内招标文件范本》的相关规定,投标人的投标文件必须包括()
某二级耐火等级的办公室,建筑高度为24m,其周边布置有多个二级耐火等级的建筑,下列关于该办公建筑与周边建筑物防火间距的做法中,正确的有()。
下列各项中,关于明显微小错报的说法中,不恰当的是()。
2005年5月3日,受中共中央和国务院的委托,中共中央台湾工作办公室、国务院台湾事务办公室主任陈云林宣布,大陆同胞向台湾同胞赠送一对象征和平团结友爱的大熊猫;同时宣布,大陆有关方面将于近期开放大陆居民赴台湾(),扩大开放台湾()准入并对其中
Ifyouwanttoimproveyourchild’sresultsatschool,【T1】______thattheydoplentyofexercise.Scientistshavealreadyshownt
最新回复
(
0
)