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
71
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.
According to the author, the reason for most people to attach more credibility to news reports than to ads is
选项
A、the former reach a larger audience than the latter do
B、the former are more objective
C、the former appear in independent media
D、the latter are much more in number and stand out clearly
答案
C
解析
转载请注明原文地址:https://kaotiyun.com/show/kRDd777K
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
America—thegreat"meltingpot"—hasalwaysbeenarichblendofculturaltraditionsfromallovertheworld.ManyAmericanfamil
WhichoneofthefollowingisNOTmentionedasanadvantageofpublicity?WhydoestheauthormentionthecaseofProcter&Gam
WhichoneofthefollowingisNOTmentionedasanadvantageofpublicity?TheexampleinParagraph3isintendedtodemonstrate
WhichoneofthefollowingisNOTmentionedasanadvantageofpublicity?Accordingtotheauthor,thereasonformostpeoplet
I’dliketoproposethatforsixtytoninetyminuteseveryeveningrightaftertheearlyeveningnews,alltelevisionbroadcasti
Theimportanceandfocusoftheinterviewintheworkoftheprintandbroadcastjournalistisreflectedinseveralbooksthath
Astelevisionbringssomeunfavorableeffectsonpeople,somesuggestthatweshoulddoawaywithtelevision.Sinceyouconsider
随机试题
自冻结存款、汇款之日起()内,行政机关应当作出处理决定或者作出解除冻结决定;情况复杂的,经行政机关负责人批准,可以延长,但是延长期限不得超过()。
如果设一道问答题。内容是:古代文学艺术作品中的鸳鸯象征什么?相信绝大多数人毫不犹豫作答:象征夫妻相亲相爱,白头偕老。乍一看,这答案似乎是正确的,但如果从“历史”的角度来考察这一问题,就会发现不能如此简单地回答。实际上,鸳鸯的象征意义是多方面的,不能在“鸳鸯
Itdoesprovetobeaproblemwhichisdifficultforthelocalgovernmenttosolve.
出现早期龋的可能病因是
关于门静脉高压症的病因下列叙述有误的是()
)张某到保险公司商谈分别为其62岁的母亲甲和8岁的女儿张乙投保意外伤害险事宜。张某向保险公司详细询问了有关意外伤害保险的具体条件,也如实地回答了保险公司的询问。请回答以下的问题:张某续交保费两年后,由于经济上陷入困境,无力继续支付保费,遂要求解除保险合
作为中国共产党和中国国民党正视现实、开创未来的重要标志的事件是()。
AnAmericancompanyhasstartedtestinganewprogramaimedatincreasingsecurity.ThreeworkersfromCityWatcher.com,acompan
犯罪主体只能是国家工作人员的犯罪有()。
I’llstayinShanghai______aweek.
最新回复
(
0
)