Characteristics of Publicity
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.
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.
练习:
A) Having no time costs.
C) Having high credibility.
2. the second paragraph indicates that people are more likely to believe stories
B) In a newspaper than in a magazine.
D) In a magazine than in a local newspaper.
A) A firm can control and time publicity accurately.
C) A firm can either control or time publicity accurately.
4. The example in Paragraph 4 is intended to demonstrate
B) the victim of publicity.
D) the vulnerability of people to publicity.
A) the placement of a story is not quite important.
C) local newspapers are not interested in company-sponsored programs.
答案:DCBAD
下一篇: 综合类职称英语必备练习阅读理解(3)
2015秋冀教版英语八上Unit 1《Lesson 1 Back to School》flash课件
2015秋冀教版英语八上Unit 2《Lesson 10 Looking for Lisa》ppt课件
冀教版初中英语八年级上册单元测试ppt版(8)
冀教版初中英语八年级上册期末测试题ppt版
2015秋冀教版英语九上Unit 6《Lesson 36 Making Plays Is Fun》ppt课件
2015秋冀教版英语九上Unit 6《Lesson 35 Theatres Are Fun》mp3课文朗读
2015秋冀教版英语八上Unit 1《Lesson 6 Jenny’s Week》ppt课件1
2015秋冀教版英语八上Unit 2《Lesson 11 Lily Learns about China》ppt课件
冀教版初中英语八年级上册单元测试ppt版(1)
冀教版八上《Unit 3 Families Celebrate Together》(lesson19-20)ppt练习课件
冀教版初中英语八年级上册期中测试题ppt版
冀教版初中英语八年级上册单元测试ppt版(3)
2015秋冀教版英语八上Unit 1《Lesson 6 Jenny’s Week》ppt课件
冀教版初中英语八年级上册单元测试-月考测试(2)ppt版
2015秋冀教版英语九上Unit 6《Lesson 33 The Fisherman and the Goldfish(Ⅰ)》mp3单词读音
2015秋冀教版英语九上Unit 6《Lesson 33 The Fisherman and the Goldfish(Ⅰ)》ppt课件
2015秋冀教版英语八上Unit 1《lesson 2 Many Faces, One Picture》ppt课件
2015秋冀教版英语九上Unit 6《Lesson 32 Moving Pictures》ppt课件
2015秋冀教版英语九上Unit 6《Lesson 34 The Fisherman and the Goldfish(Ⅱ) 》mp3课文朗读
2015秋冀教版英语九上Unit 6《Lesson 35 Theatres Are Fun》mp3单词读音
冀教版初中英语八年级上册单元测试-月考测试(1)ppt版
2015秋冀教版英语九上Unit 6《Lesson 36 Making Plays Is Fun》mp3课文朗读
2015秋冀教版英语九上Unit 6《Lesson 36 Making Plays Is Fun》mp3单词读音
2015秋冀教版英语八上Unit 1《Lesson 4 Best Friends》ppt课件1
2015秋冀教版英语九上Unit 6《Lesson 34 The Fisherman and the Goldfish(Ⅱ) 》mp3单词读音
2015秋冀教版英语八上Unit 1《Lesson 6 Jenny’s Week》flash课件
2015秋冀教版英语八上Unit 1《Lesson 1 Back to School》ppt课件1
2015秋冀教版英语八上Unit 1《Lesson 5 Meet Ms Liu》ppt课件1
2015秋冀教版英语八上Unit 2《Lesson 12 Karen’s Hair Stood Up》ppt课件
冀教版初中英语八年级上册单元测试ppt版(2)