职称英语在线答题

每日一练：职称英语考试综合类每日一练(2018/3/30)
【单选题】

Characteristics of Publicity

Publicity offers several benefits. There arenot 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 anetwork newscast would not cost anything. However, there are costs for newsreleases, a publicity department, and other items. As with advertising,publicity reaches a mass audience. Within a short time, new products or companypolicies are widely known.

Credibility about messages is high, becausethey are reported in independent media. A newspaper review of a movie has morebelievability than an ad in the same paper, because the reader associatesindependence with objectivity. Similarly, people are more likely to payattention to news reports than to ads. For example, Women's Wear Daily has bothfashion reports and advertisements. Readers spend time reading the stories, butthey flip through the ads. Furthermore, there may be 10 commercials during a half-hourtelevision program or hundreds of ads in a magazine. Feature stories are muchfewer in number and stand out clearly.

Publicity also has some significantlimitations. A firm has little control over messages, their timing, theirplacement, or their coverage by a given medium. It may issue detailed newsreleases and find only portions cited by the media, and media have the abilityto be much more critical than a company would like.

For example, in 1982, Procter & Gamblefaced a substantial publicity problem over the meaning of its 123-year-oldcompany logo. A few ministers and other private citizens believed resulted in thefirm receiving 15,000 phone calls about the rumor in June alone. To combat thisnegative publicity, the firm issued news releases featuring prominent clergythat refuted the rumors, threatened to sue those people spreading the stories,and had a spokesperson appear on Good Morning America. The media cooperatedwith the company and the false rumors were temporarily put to rest. However, in1985, negative publicity became so disruptive that Procter & Gamble decidedto remove the logo from its-products.

A firm may want publicity during certainperiods, such as when a new product is introduced or new store opened, but themedia may not cover the introduction or opening until after the time it wouldaid the firm. Similarly, media determine the placement of a story; it mayfollow a report on crime or sports. Finally, the media ascertain whether tocover a story at all and the amount of coverage to be devoted to it. Acompany-sponsored fobs program might go unreported or receive three-sentencecoverage in a local newspaper.

练习：

1. The author mentions all of the followingadvantages 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 peopleare more likely to believe stories

A) in a newspaper than in a women's daily.

B) In a newspaper than in a magazine.

C) In an independent newspaper than in adependent newspaper.

D) In a magazine than in a local newspaper.

3. According to the passage, which of thefollowing statements is true?

A) A firm can control and time publicityaccurately.

B) A firm can neither control nor timepublicity accurately.

C) A firm can either control or time publicityaccurately.

D) In most cases a firm can control and timepublicity accurately.

4. The example in Paragraph 4 is intended todemonstrate

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 quiteimportant.

B) the report of a crime may not be true.

C) local newspapers are not interested incompany-sponsored programs.

D) publicity is not always necessary.