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
名师指导 备考GRE阅读的三点建议
GRE考试阅读辅导:长难句实例分析40
新GRE阅读备考辅导:文章改写步骤及特点
GRE考试阅读辅导:长难句实例分析53
GRE阅读方法技巧汇总1
GRE考试阅读辅导:长难句实例分析67
GRE考试阅读辅导:长难句实例分析63
GRE考试阅读辅导:长难句实例分析78
新GRE逻辑阅读命题规则分析
GRE考试阅读辅导:长难句实例分析74
GRE考试阅读辅导:长难句实例分析77
GRE阅读方法技巧汇总3
名师技巧助你玩转GRE阅读题
GRE考试阅读辅导:长难句实例分析81
GRE阅读练习,持之以恒是关键
GRE阅读考试学术化代表措辞汇总
GRE考试阅读辅导:长难句实例分析80
GRE考试阅读辅导:长难句实例分析79
GRE考试阅读辅导:长难句实例分析83
应试法宝:浅析GRE阅读中的“猜词”
新GRE阅读考试指南
GRE阅读方法技巧汇总4
GRE考试阅读辅导:长难句实例分析64
GRE考试阅读辅导:长难句实例分析75
GRE考试阅读辅导:长难句实例分析69
GRE阅读方法技巧汇总5
备考gre阅读:文章的重点
积累GRE阅读量提高阅读速度
GRE阅读不必费心猜词义
GRE阅读 学会巧用排除法
不限 |
英语教案 |
英语课件 |
英语试题 |
不限 |
不限 |
上册 |
下册 |
不限 |