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 $ 250,0
Publicity offers several benefits. There are no costs for message time or space. An ad in prime time television may cost $ 250,0
admin
2012-10-20
35
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.
The passage implies that ______.
选项
A、the placement of a story is not quite important
B、the report of a crime may not be true
C、local newspapers are not interested in company-sponsored programs
D、publicity is not always necessary
答案
D
解析
推理判断题。文章最后一段的主题句:一家公司可能在某些阶段需要宣传,比如新产品面市或新店开张,但是媒体对此进行的报导可能很晚,而不再对公司有帮助了。这表明一家公司有些时候需要舆论会宣传,言下之意是有时并不需要这样的宣传,故选D 。
转载请注明原文地址:https://jikaoti.com/ti/HqOMFFFM
0
专业英语四级
相关试题推荐
Thesepeoplewerearrestedfor______.
It’ssaidthemostexcitingkindofeducationisalsothemostpersonal.Nothingcan【C1】______thejoyofdiscoveringsomethin
AlthoughAsiancountriesaregenerallymore______insocialcustomsthanWesterncountries,therehavebeenseveralnotableexa
Whetherworkshouldbeplacedamongthecausesofhappinessoramongthecausesofunhappinessmayperhapsberegardedasadoub
Moreandmoreresidences,businesses,andevengovernmentagenciesareusingtelephoneansweringmachinestotakemessagesorgi
Theannouncementoftheceasefirehasbeendelayedbecause
TheofficiallogooftheInformationAwarenessOffice,thePentagon’ssecretivenewterrorist-detectionexperiment,isn’tsubtle
Ifsustainablecompetitiveadvantagedependsonworkforce,skills,Americanfirmshaveaproblem.Human-resourcemanagementis
Thedoctorwascaughtina______ofwhethertotellthepatientthetruthornot.
Heistooweakto_______hisbusiness.
随机试题
任何人不可能孤立存在,不能独善其身,必须群体性地开展生产劳动和其他经济活动,这体现出人力资源的【】
A.腹膜腔穿刺B.腹部透视C.两者均可D.两者均不可腹部钝器伤伴面色苍白、脉搏细速和血压下降的患者最适宜的检查是
诊断应首先考虑下列治疗哪项不正确
一9岁女童因癫痫大发作入院,其母叙述曾服苯巴比妥10个月,因疗效不佳,2日前改服苯妥英钠,结果反而病情加重。苯妥英钠属于()
()是路面结构中直接位于面层下的承重层。
2004年乡镇企业中,产值最高的行业与产值最低的行业相差多少亿元?( )2004年乡镇企业中,出口值最高的行业是:( )
Facebookhasbeen【C1】______withfireandhasgotitsfingersburned,again.OnNovember29thAmerica’sFederalTradeCommission
Thekidsarehangingout.Theyarenotoldenoughforjobs.Noraretheyrichenoughforcamp.Theyareschoolchildrenwithout
A、Twodays.B、ThewholemonthofDecember.C、Tendays.D、OnlythefirstweekofDecember.A
Whatkindofrobotsdoesthemanreferto?
最新回复
(
0
)