The Research On Trend Of "the Public Relations Of Advertisement" Based On Imc

Based on the theory of IMC, this paper tries to explore the truth of advertising public relations and reality of the state of motivation and improve the integration of communications theory.First of all, the use of semantic analysis in this article on "public relations and advertising," the connotation and extension of the theory have been defined. Advertising public relations theory was given. This paper also gives the analysis of IMC, modern. Based on IMC, this paper also introduce the definition, model, characteristics for Public Relations and Detail information about the spread of the concept of Advertising.Secondly, in order to discover the characteristics of advertising public relations in academic research, this paper analyzes the contents of 321 related papers in CNKI. The result is: the study of advertising public relations gradually formed, but more confined to the surface of their research, advertising public relations of depth and systematic study has yet to form. Ads in the papers mentioned in public relations, research areas and research themes of the studies also varies, in general, the research area and research the subject did not have a comprehensive and in-depth research results.Thirdly, the use of interviews and telephone call, this paper surveys the professional persons in PR area in Beijing, Shanghai and Guangzhou. From in-depth interviews of these persons, this paper found that: some ads have not its original or do not have some sort of public relations or characteristics, that is, with more public and public opinion, these characterized by emerging in recent years and are still developing.In this paper, focus research on the current trends in integration of advertising and public relations of "advertising and public relations,". In the process of integration of Advertising and public relations, there is a "public relations and advertising" phenomenon, the phenomenon in academic research and industry performance has been highlighted, but advertising and public relations is still in development stages. As for the "advertising and public relations," the trend is also a topic worthy of study, space is limited, do not give discussion in this article.