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企业为了宣传产品和企业形象,广告是其不可或缺的手段。根据不同要求,企业采用了不同形式的广告媒体。广告媒体大体有影视广告、报纸、书刊广告和户外广告等等。影视广告不仅闻其声,且见其形,覆盖面广,但时间短暂,不易保存。后三种广告见其形,但不闻其声,覆盖面又不如影视广告,可见各有利弊。这几种广告都可称之为“实功虚做”。除了这几种利用传媒做的广告之外,另有一种是企业利用自家的产品,“自导自演”的宣传广告,故且称它为“实物广告”,下面且举几例,以飨同仁。
In order to promote products and corporate image, advertising is an indispensable means for enterprises. According to different requirements, companies adopt different forms of advertising media. The advertising media generally includes film and television advertisements, newspapers, books, advertisements, and outdoor advertisements. Television commercials not only hear their voices, but also see their shapes and coverage, but they are short-lived and difficult to keep. The latter three kinds of advertisements have their shape, but they do not hear the sound, and their coverage is not as good as that of film and television advertisements. It can be seen that each has its own advantages and disadvantages. These kinds of advertisements can be called “real power”. In addition to these kinds of advertisements using the media, there is another type of advertisement that uses the company’s own products and “self-directed and self-actualized” advertisements. Therefore, it is called “physical advertisements.” Here are some examples of them. .