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: DCBAD
小朋友学学英语的实益
入学前几个月,家长要做哪些准备?
分享:一个激发孩子学习动力的故事
幼升小必备秘笈:怎样帮助孩子表达自我
海淀区长辟谣:今年小学重新划片不实
专家观点:孩子几岁学英语比较好
家长必读:孩子不爱学英语怎么办
幼升小要做好哪些知识准备
孩子学英语家长必备“三心”
你所不知道的真相:孩子的学习成绩毫无价值!
专家解读:敬畏感与孩子的学习动力
怎么理解孩子的教育要放养?
上幼儿园真的没那么难!
背单词是中国孩子学英语最大的误区
家长必读:孩子上英语兴趣班三大注意
让宝宝“能说会道” 8个独家秘技
幼升小择校:一个宗旨六大准则
幼升小面试必读:自我介绍有大学问
幼升小如何确定性价比较高的学校?
孩子上小学,有必要这样准备吗?
少儿英语口语100句 让孩子口语顺溜溜
英语老师告诉你如何培养孩子英语学习兴趣
专家指导:让孩子在游戏中开口说英语
专家指导:小朋友如何通过电影学英语
教委回应黄牛买卖小学指标:纯属欺诈行为
好幼儿园和好小学哪个更重要?
家长分享:从失败中总结幼升小面试成功经验
幼升小面试中不可不知的四条成功秘籍
专家指导:少儿学英语从“读”开始
美国早教书谈3-5岁亲子阅读五法则
不限 |
英语教案 |
英语课件 |
英语试题 |
不限 |
不限 |
上册 |
下册 |
不限 |