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一般教科书中,人们总是倾向于对企业的公关广告和产品广告细加甄别、巧作区分,惟恐其疆界不明、泾渭难分,由是,便有了如下一些典范性的言论,诸如:“公关广告是要公众爱我,产品广告是要公众买我。”“公关广告是推销公司,产品广告是推销商品。”“公关广告是长期行为,意在塑造企业的信誉和形象;产品广告是短期行为,旨在宣传商品的性能和特征,”如此等等,不一而足。这种对公关广告与产品广告所作的“二分法”,固然有其相当合
In general textbooks, people always tend to distinguish between corporate PR advertising and product advertisements in order to discriminate between them. For fear that their borders are unknown and difficult to distinguish, there are some typical remarks such as: “Public advertising is for the public to love me, and product advertising is for the public to buy me.” “PR advertising is a marketing company, product advertising is a promotional product.” “PR advertising is a long-term behavior, is intended to shape the credibility and image of the company; product advertising It is a short-term act aimed at publicizing the performance and characteristics of goods. “There are so many. This kind of ”dichotomy" for PR advertising and product advertisements is quite similar.