2015年职称英语理工类B级练习题阅读理解(2)

　　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