品牌的塑造和传播离不开广告,同样,公共关系作为营销沟通的重要手段,越来越被营销市场所重视。无须置疑,广告和公共关系作为营销沟通的重要手段,各自的作用是不能互相替代的。现代营销正由传统的以广告为导向转向以公关为导向的营销。对中国企业来说,也正在面临营销观念上的一个重大转变,即只有在品牌营销中正确地将公关与广告相结合,才能使自己的营销战略获得成功。 Similarly, brand building and dissemination can not be separated from advertising. Similarly, as an important means of marketing communication, public relations is increasingly valued by the marketing market. Needless to say, advertising and public relations as an important means of marketing communication, their respective roles can not be replaced by each other. Modern marketing is shifting from traditional advertising-oriented marketing to PR-oriented marketing. For Chinese companies, it is also facing a major shift in marketing notion that marketing strategy can only succeed if marketing and advertising are properly integrated in brand marketing.