Publicity offers several benefits. There are no costs for message time or space. An ad in prime-time television may cost 500,000 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, Women's 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, Protect & Gamble faced a substantial publicity; problem over the meaning of its 123-year-old company logo, A few ministers and other private citizens believed that the symbol was sacrilegious. These beliefs were covered extensively by the media and 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 Protect & 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 job program might go unreported or receive three-sentence coverage in a local newspaper.
单选题
The author mentions all of following advantages of publicity except______. A. having no costs B. having attentiveness C. having high credibility D. having high profitability
【正确答案】
D
【答案解析】事实细节题。问题涉及宣传报道的优势，因此答案线索在第一、二段内。第一段第二句“…whereas a five-minute report on a network newscast would not cost anything…”，即“而长达5分钟的新闻报道却不需要任何费用”，涉及了[A]“成本”；第二段第三句“…people are more likely to pay attention to news reports than to ads…”，即“人们更多关心的是新闻报道而不是广告”，谈及[B]人们的关注程度”；第二段第一句“…credibility about messages is high…”，即“信息的可信度更高”，与[C]“信誉度”内容吻合；而文章中始终未提及[D]“高利润”，因此选[D]。
单选题
The second paragraph indicates that people are 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 a dependent newspaper D. in a magazine than in a local newspaper
【正确答案】
C
【答案解析】事实细节题。涉及“宣传报道的信誉度”问题。根据文章“the reader associates independence with objectivity”部分，读者之所以信赖媒体发布的信息，主要是因为他们认为宣传报道的客观程度与其独立性相关。媒体独立性越强，其报道的客观程度也就越高，因而也更加可信。由此可见[C](人们往往更相信)独立报纸所刊登的内容、而不是非独立报纸所刊登的内容”正确。[A]“报纸与妇女日报”，[B]“报纸与杂志”，[D]杂志与地方报纸”等各种对比都不具备概括意义，因此不正确。
单选题
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.
【正确答案】
B
【答案解析】事实细节题，涉及媒体与企业的关系问题。作者在第三段明确指出“A firm has little control over messages, their timing, their placement, or their coverage by a given medium”，即宣传报道也有不足之处，其中最突出的就是企业很少有权支配信息发布的时间和内容安排。显然[A]企业能够准确地控制媒体宣传的时间和内容”，[D]“企业在多数情况下能够准确地控制媒体宣传的时间和内容”与此相悖，不可能为正确答案。[C]肯定了其中之一，也不正确。因此正确答案为[B]“企业无法支配信息发布的时间和内容”。
单选题
The example in Paragraph 4 is intended to demonstrate______. A. the power of publicity B. the victim publicity C. the terrible effect of rumors D. the vulnerability
单选题
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 program D. publicity is not always necessary