Public Relations and Advertising in China

Public Relations and Advertising in China Essay example
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Research of Public Relations and Advertising in China Introduction As businesses grow and mature, the goal of each one is making a profit. This, of course happens by means of selling a good or service of the company to a third party.


That is the task of advertising. In order to expand sales and gain profit companies have use advertisement through various means of communication. This economic activity helps to spread the message across the target market for goods or services of the business. At the same time, though advertising can be said to be an element of public relations activities, advertising itself does not always mean public relations. The two concepts, though have much in common, contain many differences as well. Public Relations work for the improvement of company’s image, building public awareness about the company and its activities, as well as effective promotion of certain offers of the company or outstanding features of a product or service. So, public relations refers to “strategic communication that different types of organizations use for establishing and maintaining symbiotic relationships with relevant publics” (Sriramesh, 2009, p. xxxi). As for advertising, it is currently defined as a communication tool “directed towards specific target customers in order to carry the message regarding a particular product, service or ideas, meaningfully and persuasively with a view to achieve certain specific objectives such as, to establish brand loyalty, expansion of the existing markets, increased sales volume, etc.” (Kumar & Mittal, 2002, p. 2). ...
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