问题 问答题

请结合案例和所学的知识回答问题。A公司是一间生产小挂饰的民营企业,为了能够让消费者在情感上有更好的认同,A公司的品牌识别一直与各种运动会挂钩:赞助乒乓球队、奥委会合作伙伴、赞助2000—2002年度NBA联赛等。可以说,通过体育与消费者的沟通来传达品牌形象,是A公司与其他同类企业的最大不同之处。这样的品牌识别其实是A公司实行差异化战略的一个重要环节。A公司在这个方向的指导下,多次成功地策划了各种公共宣传活动。2003年,A公司推出了面向贫困地区中小学校体育基础教育的阳光工程。“阳光工程”计划从2003年起到2008年奥运会开幕,为期6年。在这几年中,A公司将累计的几百万人民币用于购买各种体育器材,并将这些体育器材捐赠给400所贫困地区中小学校。全国有23个省份的基础体育器材缺乏的学校得到捐助,是以消费者的名义“买一件小挂饰捐一分钱”的形式进行的。A公司的小挂饰价格初步定为5元,单位产品的变动成本是3元,每月的固定成本是100000元。这个活动为A公司在消费者心目中赢得良好的印象。2006年,该公司在首都的20所高校中举行了三人篮球赛,掀起了一股篮球大战热潮,这一举动使得A公司的产品深入北京青年群体的人心。这次活动之后,A公司还在一些高校设立了赞助校内体育特长生的奖学金,表示对国家体育活动的重视与支持。这些活动使得A公司的产品与体育紧紧联系在一起。这样的活动和纯广告、纯促销的宣传形式的不同之处,就在于前者与消费者有很多的沟通,有利于树立产品品牌在消费者心目中的地位,建立较为长久的互动关系。问题:

成功的公共宣传活动能达到哪些目的?

答案

参考答案:公共关系活动的目的①提高企业或产品知名度与美誉度; ②帮助新产品打开销路③有助于挽回突发事件的不利影响; ④有利于建立良好的社区关系

完形填空
完形填空。
     With a determined (坚定的) look on his face, Chicago's Michael McCarthy held on to the banister (扶手)
and climbed to the top of the Willis Tower not long ago. The Tower stands 1,451 feet (442 meters) tall, the  1 
 building in the US.
     As he got to the last step, McCarthy  2   fell down, but that didn't stop him. The 14-year-old boy finally
finished climbing the 2,109 steps and arrived at the top, where he  3   cheers from many people.
     "I just want to show people that  4  a kid with no legs can do it, anyone can do it," McCarthy said.
     McCarthy, who was born without legs, has to wear prosthetic legs (假肢) and use a stick to walk. But
McCarthy has a strong  5 . He believes having a disability (残疾) shouldn't stop anyone  6   achieving his or
her success.
     He has been in a special school  7   he was four. When he decided to climb the Willis Tower, his teacher,
Jeff Kohn, was  8   by his determination (决心) and offered to help train him. They  9  more than ten hours
practicing climbing stairs and keeping balance with the prosthetics and sticks on the steps every day."  10   
seems that he never knows how difficult it is.  11   I was so tired that I asked him to rest for a day," said
Kohn."But he said he was still full of energy and wanted more  12   ."
     Kohn always walked with McCarthy for the climb."I  13   the last 10 floors, he went faster," said Kohn.
"He's the most craven sportsman I've ever trained."
     McCarthy said he was  14   of himself and that the tower now holds special meaning. "When I'm older,
I'll  15  to the building and say 'Look at this building I climbed," he said.
( )1. A. largest  
( )2. A. seldom   
( )3. A. enjoyed  
( )4. A. while    
( )5. A. heart    
( )6. A. by       
( )7. A. as       
( )8. A. pleased  
( )9. A. used     
( )10. A. Here    
( )11. A. However 
( )12. A. friends 
( )13. A. tried   
( )14. A. thinking
( )15. A. point   
B. highest  
B. hardly   
B. needed   
B. after    
B. hope     
B. for      
B. since    
B. beaten   
B. spent    
B. There    
B. Sometimes
B. helpers  
B. saw      
B. talking  
B. go       
C. earliest
C. always  
C. made    
C. if      
C. body    
C. in      
C. until   
C. moved   
C. took    
C. He      
C. Again   
C. time    
C. did     
C. worried 
C. turn    
D. latest  
D. almost  
D. kept    
D. though  
D. love    
D. from    
D. before                                                   
D. asked   
D. wasted  
D. It      
D. Then    
D. exercise
D. met     
D. proud   
D. hurry   
多项选择题