2. 专升本
  3. Publicity (宣传，报道) offers several benefits. There are no costs for message time or space. An ad in prime time television may cost

Publicity (宣传，报道) offers several benefits. There are no costs for message time or space. An ad in prime time television may cost

admin2010-12-30  85
问题     Publicity (宣传，报道) offers several benefits. There are no costs for message time or space. An ad in prime time television may cost $250, 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 (发布) , 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 (可信度) 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 ads. Readers spend time reading the stories, but they flip through (草草翻阅) the ads. Furthermore, there may be hundreds of ads in a magazine. Feature stories (专题报道) are much fewer in number and stand out clearly.
    Publicity also has some significant limitations. A firm has little control over messages, their timing, placement (报道顺序) , or coverage. It may issue detailed news releases and find only small portions of them reported by the media; and media have the ability to be much more critical than a company would like. 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 (确定) whether to cover a story at all and the amount of coverage to be devoted to it. A company-sponsored (赞助) job program might go unreported or receive three-sentence coverage in a local newspaper.
The author mentions all of the following advantages of publicity EXCEPT______.
选项 A、having no time costs
B、having attentiveness
C、having high credibility
D、having no space costs
答案B
解析 本题是事实细节题。由文章第一段第二句“There are no costs for message time or space．”可知A、D正确；由文章第二段第一句“Credibility about messages is high，because they are reported in independent media。”可知C项正确。只有B项文中并未涉及，故选B。
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