资源描述：
《职称英语阅读理解翻译.docx》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、XX年职称英语卫生类考试：阅读理解冲刺试题职称英语阅读理解翻译职称英语网权威发布20XX年职称英语卫生类考试：阅读理解冲刺试题，更多20XX年职称英语卫生类考试相关信息请访问职称英语考试网。 CharacteristicsofPublicity Publicityoffersseveralbenefits.Therearenotcostsformessagetimeorspace.Anadinprime-timetelevisionmaycost$250,000to$5000,000ormoreperminute,whereasafive-minutereportonanetworkne
2、wscastwouldnotcostanything.However,therearecostsfornewsreleases,apublicitydepartment,andotheritems.Aswithadvertising,publicityreachesamassaudience.Withinashorttime,newproductsorcompanypoliciesarewidelyknown. Credibilityaboutmessagesishigh,becausetheyarereportedinindependentmedia.Anewspaperreviewof
3、amoviehasmorebelievabilitythananadinthesamepaper,becausethereaderassociatesindependencewithobjectivity.Similarly,peoplearemorelikelytopayattentiontonewsreportsthantoads.Forexample,Women"sWearDailyhasbothfashionreportsandadvertisements.Readersspendtimereadingthestories,buttheyflipthroughtheads.Furth
4、ermore,theremaybe10commercialsduringahalf-hourtelevisionprogramorhundredsofadsinamagazine.Featurestoriesaremuchfewerinnumberandstandoutclearly. Publicityalsohassomesignificantlimitations.Afirmhaslittlecontrolovermessages,theirtiming,theirplacement,ortheircoveragebyagivenmedium.Itmayissuedetailedne
5、wsreleasesandfindonlyportionscitedbythemedia,andmediahavetheabilitytobemuchmorecriticalthanacompanywouldlike. Forexample,in1982,Procter&Gamblefacedasubstantialpublicityproblemoverthemeaningofits123-year-oldcompanylogo.Afewministersandotherprivatecitizensbelievedresultedinthefirmreceiving15,000phon
6、ecallsabouttherumorinJunealone.Tocombatthisnegativepublicity,thefirmissuednewsreleasesfeaturingprominentclergythatrefutedtherumors,threatenedtosuethosepeoplespreadingthestories,andhadaspokespersonappearonGoodMorningAmerica.Themediacooperatedwiththecompanyandthefalserumorsweretemporarilyputtorest.Ho
7、wever,in1985,negativepublicitybecamesodisruptivethatProcter&Gambledecidedtoremovethelogofromits-products. Afirmmaywantpublicityduringcertainperiods,suchaswhenanewproductisintroducedornewstoreopened,butthem
