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
2024-10-15
1
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 example in Paragraph 3 is intended to demonstrate ______.
选项
A、the power of publicity
B、the victim of publicity
C、the terrible effect of rumors
D、the vulnerability of people to publicity
答案
A
解析
推理判断题。作者以宝洁公司为例,意在说明舆论宣传的威力。而选项B ,C,D 是作者用来说明这一点的手段或方式,而不是目的。
转载请注明原文地址:https://tihaiku.com/zcyy/3802931.html
相关试题推荐
Allofthetouristswouldhaveenjoyedthemselvesmoreifthere______offersfo
Publicityoffersseveralbenefits.Therearenocostsformessagetimeors
Publicityoffersseveralbenefits.Therearenocostsformessagetimeors
Publicityoffersseveralbenefits.Therearenocostsformessagetimeors
Thereareseverallandladiesapprovedbytheuniversitywhotakein______.A、led
Mrs.Nancywaswakenedmidnightbytheringingofthephoneseveralhoursafter
Withhumanfootprintsonthemoon,radiotelescopeslisteningformessages
Withhumanfootprintsonthemoon,radiotelescopeslisteningformessages
Withhumanfootprintsonthemoon,radiotelescopeslisteningformessages
Severalofhisproposalsaboutreformsinthecompanysimplydon’tholdwater.T
随机试题
[originaltext]W:SowhatarethetwomaintimesofthedaythatyouwatchTV?
十八届三中全会通过的《决定》提出,使市场在资源配置中起决定性作用的基础是。()
关于B型超声的描述,下列不确切的是A.组织散射回波是重要的诊断信息 B.扫描方
萧伯纳的代表剧作有()A.《圣女贞德》 B.《巴巴拉少校》 C.《阴谋
在境外发生危及旅游者人身安全的情形,下列做法正确的有( )。A.及时报告旅游行
营养不良早期诊断的可靠指标是.A.血糖 B.血浆蛋白 C.血浆胆固醇 D.
提示上消化道出血停止的征象是A.血红蛋白量下降 B.网织红细胞计数减少 C.
职工代表大会制度是企业职工行使民主管理的基本形式,是职工民主管理的组织参与的具体
通常情况下,债券的收益率()。A:与偿还期成正比,与风险性成正比B:与偿还期成
根据《环境影响评价技术导则土壤环境》(HJ964-2018),土壤现状调查可能需
最新回复
(
0
)