2. 专升本
  3. Publicity (宣传，报道) offers several benefits. There are no costs for message time or space. An ad in prime time television may cost

Publicity (宣传，报道) offers several benefits. There are no costs for message time or space. An ad in prime time television may cost

admin2010-12-30  71
问题     Publicity (宣传，报道) offers several benefits. There are no costs for message time or space. An ad in prime time television may cost $250, 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 (发布) , 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 (可信度) 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 (草草翻阅) the ads. Furthermore, there may be hundreds of ads in a magazine. Feature stories (专题报道) are much fewer in number and stand out clearly.
    Publicity also has some significant limitations. A firm has little control over messages, their timing, placement (报道顺序) , or coverage. It may issue detailed news releases and find only small portions of them reported by the media; and media have the ability to be much more critical than a company would like. 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 (确定) whether to cover a story at all and the amount of coverage to be devoted to it. A company-sponsored (赞助) job program might go unreported or receive three-sentence coverage in a local newspaper.
One of the reasons why feature stories seem more reliable than ads is that______.
选项 A、they are more believable
B、they are more objective
C、they are more interesting
D、they are much fewer in number and stand out clearly
答案D
解析 本题为事实细节题。文章第二段讲到，读者花费时间读报道，但却草草翻阅广告，紧接着，交代原因“Feature stories are much fewer in number and stand out clearly．”故选D。
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