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
47
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
[audioFiles]2015m3s/audio_ezfj_ezflisteningd_20151_148[/audioFiles]
[originaltext]Manylargecitiesareanythingbutbeautiful,Streetsarelit
Betweenwhattimesistheroadtrafficlightest?[br]Whowillnoticethenoise
AnewWorldBankreportwarnsthatchildrenwhodonotgetenoughgoodfood
对县级以上各级人民代表大会代表批准或者决定逮捕必须经过()。A.上级检察院批准
产业组织政策包括()。A.产业技术政策 B.产业保护政策 C.市场秩序政策
高压熔断器精确测温周期:1000kV:1月。
班主任的领导方式一般可分为()。A.权威的 B.民主的 C.放任的 D.
A.生物制品(如卡介苗或其他用活性微生物制备而成的药品) B.中药注射剂 C
抗骨吸收作用由弱到强排列正确的是A.依替膦酸二钠<阿仑膦酸钠<帕米膦酸二钠 B
最新回复
(
0
)