Characteristics of Publicity
Publicity offers several benefits. There are not costs for message time or space. An ad in prime-time television may cost $250,000 to $5000,000 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.
Characteristics of Publicity
Publicity offers several benefits. There are not costs for message time or space. An ad in prime-time television may cost $250,000 to $5000,000 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 to ads. For example, Womens Wear Daily has both fashion reports and advertisements. 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 are 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 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 rumors were 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 fobs program might go unreported or receive three-sentence coverage in a local newspaper.
练习:
1. The author mentions all of the following advantages of publicity except
A) Having no time costs.
B) Having attentiveness.
C) Having high credibility.
D) Having high profitability.
2. the second paragraph indicates that people are more likely to believe stories
A) in a newspaper than in a womens daily.
B) In a newspaper than in a magazine.
C) In an independent newspaper than in a dependent newspaper.
D) In a magazine than in a local newspaper.
3. According to the passage, which of the following statements is true?
A) A firm can control and time publicity accurately.
B) A firm can neither control nor time publicity accurately.
C) A firm can either control or time publicity accurately.
D) In most cases a firm can control and time publicity accurately.
4. The example in Paragraph 4 is intended to demonstrate
A) the power of publicity.
B) the victim of publicity.
C) the terrible effect of rumors.
D) the vulnerability of people to publicity.
5. The passage implies that
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.
Keys
好孩子
电
手工制作
体坛英语资讯:Kaka, Rivaldo rue death of former coach Alvarez
体坛英语资讯:Leipzig sink hapless Mainz 5-0 to reach third in Bundesliga
体坛英语资讯:Djokovic stages humanitarian tennis exhibition tournaments across Balkans
联合利华将在美容护肤产品中弃用“美白”等字眼
Give Back to Society 回报社会
体坛英语资讯:Colombia boss Queiroz calls for December end to European football season
国内英语资讯:Chinese vice premier calls for progress in pushing fishing ban
国内英语资讯:China, Ethiopia agree to strengthen China-Africa solidarity in fight against COVID-19
Murray Won the Wimbledon Championship Again 穆雷第二次赢得温网
国内英语资讯:China, Turkmenistan urge stop of politicizing COVID-19 pandemic
全球新冠肺炎确诊病例超1000万例
体坛英语资讯:Feature: Winter Olympic champion to winter sports advocator
偷偷玩电脑
国内英语资讯:CPC leadership holds meeting to deliberate Party regulations
国内英语资讯:China to partially resume English proficiency tests in July
文具袋
教育部:保障今年义务教育巩固率达到95%
欧盟将对10余个域外国家开放边界 美国不在其中
小泥猪
未来的火车
喝了聪明液以后
体坛英语资讯:(Sports Focus) Desire to scale Qomolangma never dies: 60th anniversary of 1st ascent of nort
假如我有一双翅膀
教室节的早晨
一次难忘的经历
国际英语资讯:Spotlight: Resurgence in COVID-19 threatens to derail U.S. economic recovery
国际英语资讯:WHO says living with COVID-19 to be new normal as global cases top 10 mln