首页
登录
职称英语
Publicity offers several benefits. There are no costs for message time or s
Publicity offers several benefits. There are no costs for message time or s
游客
2023-11-15
84
管理
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. [br] 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://tihaiku.com/zcyy/3188367.html
相关试题推荐
E-mailisaconvenient,highlydemocraticinformalmediumforconveyingmessages
Weeventually_____upourquarrelseveraldayslater.A、solvedB、handledC、patched
Notuntilamonkeyisseveralyearsold______toexhibitsignsofindependencefr
WhichoneofthefollowingwasNOTamongtheconditionsofthemanseveralyears
WhichoneofthefollowingwasNOTamongtheconditionsofthemanseveralyears
WhichoneofthefollowingwasNOTamongtheconditionsofthemanseveralyears
WhichoneofthefollowingwasNOTamongtheconditionsofthemanseveralyears
Theneedtogotocollegeisrealized,______offersopportunitiesforbetterca
Allofthetouristswouldhaveenjoyedthemselvesmoreifthere______offersfo
Thereareseverallandladiesapprovedbytheuniversitywhotakein______.A、led
随机试题
Imustleavenow.______ifyouwantthatbookI’llbringitnexttime.A、Accident
Whatpercentageofthestudentsaremature?[br]Howarethesuburbsdescribed?
以下关于排水管渠材料的选择,哪些选项是错误的?( )A.钢筋混凝土管便于就地取
根据公路工程无机结合料稳定材料试验规程,采用石灰有效氧化钙和氧化镁简易联合测定方
患者男,62岁。以"腹痛,排黏液血便1天"为主诉入院。患者1天前无明显诱因出现左
最能反应体内贮存铁的实验室指标是A.血清铁B.血清总铁结合率C.血清铁蛋白D.骨
关于各类优惠贸易协定项下的优惠原产地认定标准,以下表述正确的是()。 A.完
(2020年真题)下列各项金融资产或金融负债中,因汇率变动导致的汇兑差额应当计入
下列风险分析工具中,风险概率估计的方法中属于定量分析的是()A.风险结构分
有关接于公共连接点的每个用户引起该点正常电压不平衡度允许值的规定,以下叙述(
最新回复
(
0
)