Advertising gnawing the bones do not move to the Public Relations.docVIP

 PAGE \* MERGEFORMAT 14 Advertising gnawing the bones do not move to the Public Relations In the later twentieth century, the power of advertising in marketing affects almost exactly a century. Whether it is new products, market expansion, corporate investment, channel building, the fight against competitors, advertising with its fierce offensive swept all areas of marketing. Ad nothing less than to give people is the result of subliminal advertising omnipotent. As with any application of marketing theory has its specific market context, the prevalence of advertising also corresponds to a particular era of marketing - a single channel of information dissemination to consumers only through the ads resulted in the expression of the products or businesses to understand the the new information. However, with the explosion of news and information, updated the concept of consumer spending, market competition, changes in the situation, the influence of advertising and marketing power are being increasingly weakened. The marginal effect of a decline in advertising while increasing the enterprise’s cost: 100 yuan before the advertising costs can be achieved, and now may be necessary in order to barely make 500 yuan. In the brand structure, enhance corporate reputation in such areas as advertising is not match. It is in this context, public relations as a marketing tool for, in many ways instead of advertising in the market began to dash about. If the marketing, likened the competition for a war to conquer new territories, advertising on the artillery guns, such as crossbows, rely on the indiscriminate bombing launched a strong attack to the target fortress, strive to force the enemy’s soldiers; and public relations are as Huairou policy co-ordination of the use of various means in order to target the most acceptable way to move them with affection, convincing people with reason and the final at the lowest cost to reach the best results. Facts show that advertising i