商务英语阅读学期论文.doc

学期论文 题目 The Publicity for Corporations : PR Advertising 学生姓名 潘荟羽 学 号 20101310027 院 系 语言文化学院 专 业 英语 指导教师 刘丽梅 2013 年 06 月 16 日The Publicity for Corporations :PR Advertising English Major Hui Yu--Pan Abstract: With the social development and economic prosperity. Publicity of corporations has become the theme song for the new methods to win customers. Advertising and PR are the basis of product sales and the core of marketing strategy. Therefore, in the publicity strategy to win is to win on the methods, but also represent the brand and reputation to win a permanent victory.However, the good combinations of PR and advertising are very significant to the publicity strategy . Key Words: publicity , PR(public relations), advertising 1 The Introduction of Corporation’s Publicity “Wine is not afraid of deep alley”era is long gone, the enterprises must be willing to spend money and time in the publicity.Now who sell things without telling?But, a lot of “publicity” cost money,and it is difficult to evaluate the exact effect. So many small businesses do not believe the exhibitions,advertising,activities,network publicity and so on deserve to spend money. In my opinion, that is a very old fashion way of thinking. We have to follow the trend and change the way we used to choose .PR and advertising are going to rule the new marketing strategy. There are significant differences in the expression way of PR and advertising.Advertising concentrates on creativity to appeal to the dissemination of information and communications;it pays attention to news and timeliness, the promotion planning and things on the news pieces to achieve the transmission of enterprise information.Many enterprises think PR is equivalent of advertising, and public relations is “soft”as long as spend the money, they just focu