The Cooperation Of Advertising And Public Relations

Along with the social technological advance, The product with same quality become more and more. The function of Marketing in promote selling is more important than before, that means the position of advertisement and public relations is also immediately outstanding. After《The Fall of Advertising and the Rise of PR》published,who get the first position in the marketing field,AD or PR? Everybode has their own ideas. My opinion is both important. I think public relations and advertisement seem the person's left and right hands, Public relations and advertisement as the kind of marketing sharp weapons, At different stage, different product and different circumstance, then can reach the last of purpose.This text is mainly research on Communications, Advertising , Public Relations, and Brand, etc.'s,multiple utilization of integration marketing,the consumer behavior, and marketing management etc. The purpose is to researching the cooperation of advertising and PR.Ⅰ.Advertisement?Public relations?From the comparison with the functions of advertisement and public relations,we know that their communication's method have difference characteristics. Advertising is a method that through the medium to pass the information of selling,then advertisement lords pay the money for the medium.Just because of knowing this, the public usually takes the taste of doubt to treat an advertisement, or simply not to realize.To establishment reputation, public relations generally is make better means, people are with the news report way receive the message that these dissemination activities. Deliver. would like to believe these messages therefore.But, because the advertisement is a process to released the infomations by carefully publish. So the public relations is precision than advertiement.The public relations can produce larger reputation, but the advertisement can produce larger popularity. Therefore, advertisement and public relations can't pure comparison whose the function is more obvious, can be aim at different dissemination means of the circumstance choice.Ⅱ.Advertise how to carry on with public relations to be in conjunction with1.The complementary of AD and PRFires,The public relations can increase an advertisement credibility..Secondly, the public relations makes the advertisement result maximize. Public relations and advertisement pass each other it a close match, exertive respectively advantage, make use of various ways publicizee a way and stereoscopically carry on to the target customer personal track, can't make them in escaping an information having material form or invisible of surround with influence, carry out publicity result to maximize. Third, the public relations pulls to make target customers trust, the advertisement promotes the product sell.The public relations uses objective, the positive information of the business enterprise of the way dissemination for staying calm and collecteding, but the advertisement understands in brief and tells information again and again, deepen their impression to brand.But the public relations "pull" and advertise of"push", help consumer to overcome various cognition obstacle and strengthen their trust to product feeling, mold the brand influence of a business enterprise fastness thus.2. Public relations and advertisement are in conjunction with the mode of disseminationThe first mode, advertisement fore, public relations at after.Its characteristics is the market share which makes use of an advertised high definition to throw in to open a market exaltation a product Be making use of a public relations to keep in mind a soft policy to promote brand image. Fight for more latent customers and make stronger to have consumer's loyalty to brand namely.It is a local dissemination method of an in common use kind of the business enterprise.The second mode, public relations fore, public relations at after.This kind of mode mainly aims at function complications, selling price higher, the consumer understands the information not enough its characteristics before expect market expansion feat pass public relations means first to carry on an information to permeate to the consumer with education, have a purpose and have step ground to inform the product information to related customers. Start again an advertisement to throw in after the market prepare hot.There is also a kind of way that circumstance can also adopt "first public relations, advertise behind".This is the company's real strenght opposite weaker, the industry involved is specially important.Market start's need more long or the market isn't mature.The third mode, public relations and advertisement cross a dissemination.Its characteristics is pass an advertisement to inform a product information quickly, make use of a public relations to build power, become a public relations and advertise of match to round.Let to be subjected to many at at that time regardless is pass what outlets can accept the product or the brand information.3.The aspect that public relations and advertisement can be in conjunction withThe aspect canned be in conjunction with includes a new product to appear on market.While passing the understanding product of the public relations activity, waiting advertisement offensive to launch, the consumer reaches to purchase more easily.Promote sales a factory house to usually appear on market in the new product, the old product back the strategy that the city, stanza day off adopts promotion, at this time, pass public relations dissemination and the form of advertisement promotion of the information spreads effectively to go in the large consumer.And establish brand, crisis public relations and affairs marketing4. Local business enterprise the antinomy of public relations and advertisementThe antinomy of public relations o and the advertisemen of the local business enterprise.mainly because the advertisement industry of the our country develops still not mature To improve our existing conditions is not an one night can solve,but what to rejoice is that we already known the importance of public relations, believing this kind of circumstance will get an improvement gradually in the futureⅢ.Public relations advertisementThe direct purpose of business advertisement in promoting products, passing introduction of the product.To lead targer customers to purchase;The direct purpose of public relations advertisement causes social public's value to organization, producing in organization of good will, set up good organization image thus, stimulate the latent need of customer. The in common use manifestation of the public relations advertisement has toward public to inform the culture, concept of value of the business enterprise, principle of management, with the advertisement respond to social activities in of some one important topic, at festival moment the top is public with the result that with wish, et.The public relations advertisement released when public relations advertisement visited and investigated in the aspects of making use of notice the image to business enterprise has an explicit fixed position not corresponding period to establish a different public relations an advertisement topic etc..And the public relations advertisement emphasize to be overcome with feeling, with emotion person.The communication of making use of the emotion draws near a business enterprise and is subjected to many distances of.Ⅳ.Conclusion The solid instance of many marketing fields is public relations and advertisement only unite, making use of the strategy that different public relations and advertisement integrate under the different condition, then can inform the information up carry out the best result.The domestic advertisement lord still exists in advertising to be in conjunction with dissemination with public relations a lot of shortage of place, but these top of the foundations which believe and would advertise an industry to be gradually maturing in the our country will be further perfect...