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.
答案:DCBAD
今后逛超市可能连手机都不用带了,带着手去就行了
中美创新:如今谁在山寨谁?
埃尔多安抗议者遭殴打,川普称埃尔多安是朋友
盘点:为拍戏差点丧命的女演员
国内英语资讯:China Focus: Documentary inspires public confidence in national achievements
137所高校入选“双一流”建设名单
今后逛超市可能连手机都不用带了,带着手去就行了
长假出游贴士:世界各国是如何给小费的
联合国小组将搜集伊斯兰国在伊拉克战争罪的证据
青春是一种荣耀,但变老也没那么可怕
《普罗米修斯》电影精讲(视频)
英语美文:希望总是多过盼望
国内英语资讯:Chinese vice minister suggests harmonization of education policies with CEE countries
中美创新:如今谁在山寨谁?
国际英语资讯:Dominica PM confirms at least 15 killed in hurricane Maria attack
英语美文:幸福好简单,就在你手心上
国内英语资讯:China to keep on pushing for political settlement to Syrian conflict: envoy
老外在中国:忠犬相伴
体坛英语资讯:Real Madrid look for away day comforts against Alaves
国际英语资讯:New Zealands general elections yield no clear winner as tally ends
国际英语资讯:Death toll climbs to 273 in central Mexico quake
断臂小伙工地直播搬砖成网红 已拥有近80万粉丝
研究表明 吃菠菜或引发老年痴呆!
The Road I Chose 我选择的路
国际英语资讯:Trump, May meet on Iran, DPRK issues: White House
国内英语资讯:Chinese FM meets Syrian deputy prime minister
国内英语资讯:Three killed, 27 injured as bus mounts pavement in Hong Kong
体坛英语资讯:Dortmund, Hoffenheim victorious in German Bundesliga
国内英语资讯:Chinese defense minister meets Singaporean counterpart
研究表明 长途驾驶会导致大脑退化
不限 |
英语教案 |
英语课件 |
英语试题 |
不限 |
不限 |
上册 |
下册 |
不限 |