论网络广告与传统广告的区别.docVIP

论网络广告与传统广告的区别 学 院： 专 业： 学 号： 姓 名： 指导教师： 职 称： 摘要：公关广告是公共关系实务活动的重要组成部分。随着现代企业营销观念的不断转变，公共关系被越来越多地应用在广告活动中，广告在树立和维护组织良好形象方面的作用也越来越明显。一个成功的公关广告可以塑造良好的企业形象，扩大企业的知名度和美誉度，消除公众对组织的偏见和误会，让处于困境中的企业转危为安，赢得公众的信任和支持。但是广告作为一种信息传播方式，需要借助媒体的力量才能实现信息的传播。传统广告和网络广告是现代广告最基本的表现形式，二者在在传播特点各有优势和劣势，如何遵循企业公关广告的策划原则，努力实现网络广告与传统广告完的美结合，更加有效地控制和发挥二者对企业公关的影响，才是我们在公共关系领域研究网络广告与传统广告的最终目的。本文首先论述广告在树立和维护组织公众形象上的作用入手，然后对传统广告与网络广告从五个方面进行了分析比较，肯定了网络广告在塑造组织公众形象上的优势，最后从企业公众形象发展的角度，提出了有效控制和发挥二者优势的策略。 关键词：网络广告 传统广告 企业公关 公众形象 Abstract: The advertising and PR is an important part of the Practice of Public Relations activities. With the changing of the modern concept of corporate marketing, public relations is increasingly being applied in the campaign, the role of advertising in establishing and maintaining a well-organized image has become increasingly evident. A successful advertising and PR can create a good corporate image, expand their visibility and reputation, the elimination of prejudice and misunderstanding of the public organizations, enterprises in trouble, turned the corner, to win public trust and support. Advertising as a form of information dissemination, with the power of the media in order to achieve the dissemination of information. Traditional advertising and online advertising is the most basic manifestations of the modern advertising, both have their own advantages and disadvantages of the propagation characteristics, and how to comply with the planning principles of corporate advertising and PR efforts to achieve the online advertising and traditional advertising after combination, more effective control and exert their impact on corporate public relations, is the ultimate goal of online advertising and traditional advertising in the field of public relations. This paper first discusses advertising the advantages of online advertising in the public image of the shape the organization to establish and start to maintain the role in the organizations pu