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Project management - Essay Example

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Research of Public Relations and Advertising in China Introduction As businesses grow and mature, the goal of each one is making a profit. This, of course happens by means of selling a good or service of the company to a third party. This requires fulfilling several conditions…
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Download file to see previous pages That is the task of advertising. In order to expand sales and gain profit companies have use advertisement through various means of communication. This economic activity helps to spread the message across the target market for goods or services of the business. At the same time, though advertising can be said to be an element of public relations activities, advertising itself does not always mean public relations. The two concepts, though have much in common, contain many differences as well. Public Relations work for the improvement of company’s image, building public awareness about the company and its activities, as well as effective promotion of certain offers of the company or outstanding features of a product or service. So, public relations refers to “strategic communication that different types of organizations use for establishing and maintaining symbiotic relationships with relevant publics” (Sriramesh, 2009, p. xxxi). As for advertising, it is currently defined as a communication tool “directed towards specific target customers in order to carry the message regarding a particular product, service or ideas, meaningfully and persuasively with a view to achieve certain specific objectives such as, to establish brand loyalty, expansion of the existing markets, increased sales volume, etc.” (Kumar & Mittal, 2002, p. 2). ...
The country has been admitted to the World Trade Organization (Walters & Samiee, 2003) and, therefore, became an attractive market for many multinational corporations. While the effect of media is suspect of influencing the relationships of different individuals, the targeting of commercial advertising and PR activities toward consumers and strategies employed in order to reach Chinese audience is the primary focus in this study. The fact that media outlets became so widespread in Chinese society serves as the impetus for studying in a more narrow scope the relationship between commercial advertising and PR, and the viewer/consumer in media commercial programming. In addition, the given work aims at analyzing techniques and strategies of advertising agencies used to influence Chinese consumers. Research questions Though Chinese market can be considered relatively new for western companies, it does not experience any lack of attention and is already flooded with foreign companies and, as a result, advertising and PR. However, thought the market is attractive, it has certain peculiarities and unique characteristics that should be considered by entering businesses when trying to become popular in China. Therefore, the given research is trying to clarify the following aspects of public relations and advertising in China: How in particular and to what extent public relations in China differs from advertising and what particular signs make a difference between the two communication activities in the Chinese market. What major communication means, tools and techniques Chinese and multinational companies use in China to effectively deliver the message to the target audience and how effective particular strategies and techniques are. ...Download file to see next pagesRead More
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