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广告,顾名思义“广而告之”,是公关工作的重要手段之一。企业运用的广告,即“以营利为目的广告”是“经济广告”,属狭义广告范畴。在社会主义商品经济条件下,广告一般具有以下四个功能:一是传播信息功能,就是通过各种宣传媒介,将经济信息向社会广为传播,这是广告的基本功能;二是促进竞争功能。广告可以在商品经济竞争的市场中,激励进取,鞭策后进,促进优胜劣汰;三是指导消费功能,广告宣传可以使更多的消费者和用户增加对产品的了解和认识,引导人们消费;四是提高知名度的功能,广告已成为提高企业和产品的知名度必不可少的手段,这已被人们越来越清楚地认识。
Advertising, as its name implies, “to be widely advertised” is one of the important means of public relations work. The advertisements used by enterprises, that is, “profit-oriented advertisements” are “economic advertisements,” and are narrowly defined advertisements. Under the conditions of socialist commodity economy, advertisements generally have the following four functions: First, to disseminate information functions, that is, to disseminate economic information to society through a variety of publicity media. This is the basic function of advertising; second is to promote the function of competition. . Advertising can motivate and advance in the market where the commodity economy is competitive, promoting backwardness and promoting the survival of the fittest. Third, it guides the consumption function. Advertising can enable more consumers and users to increase their understanding and understanding of products and guide people’s consumption. With the function of increasing popularity, advertising has become an indispensable means to increase the visibility of businesses and products, and this has been recognized by people more and more clearly.