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职称英语综合类A级阅读理解预测题2016职称英语综合类A级阅读理解预测题CharacteristicsofPublicityPublicityoffersseveralbenefits.Therearenocostsformessagetimeorspace.Anadinprime-timetelevisionmaycost$250,000to$500,000ormoreperminute,whereasafive-minutereportonanetworknewscastwouldnotcostanything.However,therearecostsfornewsreleases,apublicitydepartment,andotheritems.Aswithadvertising,publicityreachesamassaudience.Withinashorttime,newproductsorcompanypoliciesarewidelyknown.Credibilityaboutmessagesishigh,becausetheyarereportedinindependentmediaAnewspaperreviewofamoviehasmorebelievabilitythananadinthesamepaper,becausethereaderassociatesindependencewithobjectivity.Similarly,peoplearemorelikelytopayattentiontonewsreportsthantoads.Forexample,TheWomen'sWearDailyhasbothfashionreportsandadvertisements.Readersspendtimereadingthestories,buttheyflipthrough(浏览)theads.Furthermore,theremaybe10commercialsduringahalf-hourtelevisionprogramorhundredsofadsinamagazine.Featurestoriesaremuchfewerinnumberandstandoutclearly.Publicityalsohassomesignificantlimitations.Afirmhaslittlecontrolovermessagestheirtiming,theirplacement,ortheircoveragebyagivenmedium.Itmayissuedetailednewsreleasesandfindonlyportionscitedbythemedia;andmediahavetheabilitytobemuchmorecriticalthanacompanywouldlike.Forexample,in1982,Procter&Gamblefacedasubstantialpublicityproblemoverthemeaningofits123-year-oldcompanylogo(标志).Afewministersandotherprivatecitizensbelievedthatthesymbolwassacrilegious(亵渎的).Thesebeliefswerecoveredextensivelybythemediaandresultedinthefirmreceiving15,000phonecallsabouttherumorinJunealone.Tocombatthisnegativepublicity,thefirmissuednewsreleasesfeaturingprominentclergy(神父)thatrefuted(消除)thetumors,threatenedtosue(控告)thosepeoplespreadingthestories,andhadaspokespersonappearonGoodMorningAmerica.Themediacooperatedwiththecompanyandthefalserumorsweretemporarilyputtorest.However,in1985,negativepublicitybecamesodisruptivethatProcter&Gambledecidedtoremovethelogofromitsproducts.Afirmmaywantpublicityduringcertainperiods,suchaswhenanewpro
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