广告及公关战略培训(英文版)(ppt 46页)

广告及公关战略培训内容摘要：
Chapter Learning Objectives：
1.To describe the nature and types of advertising
2.To explore the major steps in developing an advertising campaign
3.To identify who is responsible for developing advertising campaigns
4.To examine the tools used in public relations
5.To analyze how public relations is used and evaluated
Advertising
-Paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media
-Promotes goods, services, ideas, images, issues, people, and anything else that advertisers want to publicize or foster
   Publicity: a news story type of communication transmitted through a mass medium at no charge
-News release
A short piece of copy publicizing an event or a product
-Feature article
A manuscript of up to 3,000 words prepared for a specific publication
-Captioned photograph
A photo with a brief description of its contents
-Press conference
A meeting used to announce major news events
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