沃尔沃S60广告定位分析(英文版)要点.docVIP

Differentiate between the characteristics and objectives of the various below-the-line promotional techniques.（Outcome 3.1） Public relations (PR) is the practice of managing the flow of information between an organization and its public. Objectivesevaluates public attitudes ② identifies issues of public concern ③ executes programs to gain public acceptance Characteristics： ① Press relations ② Product publicity ③ Corporate communication ④ Public affairs ⑤ Lobbying ⑥ Employee and investor relations ⑦ Crisis management Sales promotion is utilized to increase the effectiveness of other promotiona