以先进效益观促进广告效益——企业广告与企业传播比较研究

Promotion of Advertising Effectiveness with Advanced Effectiveness Concept——Comparative Studies on Corporate Advertising and Corporate Communication

以广告和传播理论以及先进效益观为指导,结合小企业实际,对企业广告与企业传播进行比较研究,得出企业传播更具优越性的结论,在此基础上探索以先进效益观革新广告观,利用企业传播的优势并按企业传播策略整合广告内容,把企业广告和企业传播相结合提高企业广告效益的途径与方法。

With the advertising and communication theory as well as the advanced effectiveness concept as the guidance,and taking into account of the actual situations of small enterprises,this article makes comparative studies on corporate advertising and corporate communication.It comes to a conclusion that corporate communication has more advantages.On this basis,it further explores approaches and ways to improve the corporate advertising effectiveness by combing corporate advertising and corporate communication based on advanced effectiveness in advertising,the advantage of corporate communication and integrating the advertising content according to the strategy of corporate communication.