2006年广告专业教育和广告学术研究报告

上篇:2006年广告专业教育报告一、2006年广告专业本科教育概况2006年,我国31个省市均有高校开设广告相关专业。226所高校开设了240个广告相关专业。具体分布情况如下:     

商业广告与公共关系

商业广告与公共关系是相辅相成、互相促进的,而且商业广告与公共关系广告（公关广告）、公共关系新闻（公关新闻）既有区别,又有联系．弄清这些问题,对企业重视并正确开展商业广告和公关活动大有裨益．     

浅析公共关系策略及存在问题与对策

随着社会的发展,公共关系在企业的发展和策略的执行过程中扮演越来越重要的角色。有效地开展公关活动,能为企业带来显著的经济效益和社会效益,但我们在看到公关策略的积极作用时,也同时应注意到它所存在的缺陷,针对这些问题,寻求适应本企业发展的成功战略,使公共关系策略在企业战略中发挥更大的作用。     

浅析商业企业的公共关系个性

社会各方面越来越关注和重视公共关系及其活动，商业企业也不例外。商业企业与其它企业的公共关系相比较，有它自身的个性和特点。分析商业企业公共关系的个性。可给商业企业制定企业发展战略提供借鉴和参考。     

浅析职业院校公共关系策略

在职业院校的发展过程中,公共关系策略重于广告宣传。一个良好的院校形象,依靠与内部员工、社会公众、社区公众之间建立良性的互动关系,学校应主动了解公众,同时主动让公众了解。在内部公众关系、社会公众关系、社区公众关系、紧急事态处理方面,各有一系列的策略可供运用,从而有效地建立和维护良好的学校形象。     

企业网络公共关系的特性与形式探析

随着互联网时代的到来,企业的公共关系环境发生了深刻的变化。互联网这一媒体对传统企业公共关系观念造成了冲击,改变了公共关系的一些基础理念和策略。旨在通过分析网络公关的现状,阐述网络公关的发展、特点及其优势,探讨在科技迅速发展之大背景下的网络公共关系策略,为企业营销规划提供可参考性意见。     

谈企业公关促销过程中公共关系的处理

企业营销公关过程中与顾客中间商、新闻界及社会公众有关密切的关系,在公关过程中,如何处理与顾客、中间商、新闻界及社会公众关系,已经成为企业公关过程中必须面对的问题。     

开创我国公关事业的新局面——访中国公共关系协会会长苏秋成

在我国，公共关系从无到有，再到近几年都保持着25％以上的年增长速度，称得上是正在蓬勃发展的行业     

美国高校公关教育刍议

美国的公关教育及其模式在全球范围内产生着重要影响。根据对原始资料的数据分析和内容考证,公关已是美国高校中的一门与广告学交叉性很强的新兴专业,而美国大学公关专业的课程体系又具有相当的合理性和前瞻性。因此,对美国公共关系教育的充分了解与深入探究,将对我国公关教育及公关事业具有重要意义。     

国外公共关系研究现状探析

本文从公共关系的具体内涵入手,通过对国内外公共关系研究现状的探讨,具体从四个方面对国外公共关系的研究加以归纳总结和分析,对国内公共关系的研究现状加以论述和分析,为我国公共关系方面的理论研究提供借鉴。     

A Five-Year Regional Review of Advertising and Public Relations Education at U.S. Colleges and Universities

Abstract

This study is an investigation of advertising and public relations education over the past five years, presenting a regional analysis using data from the annual research project Where Shall I Go to Study Advertising and Public Relations? The results show the American Midwest, heartland and birthplace of advertising education, holding forth as the major region for advertising preparation. The Southeastern U.S. currently ranks first in public relations enrollment while the Midwest awards more PR degrees. In combined advertising/public relations programs, the Eastern U.S. leads in degrees awarded and student enrollment. Nationwide, all regions have experienced varying degrees of growth, reflecting the increased numbers seen in the national aggregate.     

学术腐败产生的原因分析及策略研究

近年来,学术腐败事件频繁曝光于媒体,愈来愈成为社会关注的焦点话题。通过对两个学术腐败行为模型的分析,试图找出学术腐败行为产生的根源,并提出了相应的对策,进而为相关部门制定有关政策避免学术腐败行为的发生提供参考。     

Role-Playing a Public Relations Crisis

Abstract

Crisis management affects all institutions. Organizations now operate in a media-saturated world where individuals can disseminate information instantaneously across the globe via the internet. As a result, ensuring future business leaders have an understanding of how crises develop and what alternatives exist is a valuable educational outcome. Through a role-playing exercise, students undertake crisis management for a fictitious organization. The exercise, according to participants, provides a realistic environment where higher level learning (as compared w th merely listening to lectures) resulted. Role-playing also improved student awareness of the components of good crisis management and prepared them to handle a crisis.     

Public Relations in China

Sice China opened its doors to foreign business in 1978, its economy has boomed with an annual growth rate of 13 percent in recent years. As market competition has become increasingly intense, the demand for public relations has rapidly escalated as a growing number of local and foreign businesses battle for a piece of the Chinese market. Because public relations is still in its infancy stage in China, there are vast opportunities there for local and for- eign image-building practitioners. The Chinese public relations industry is thriving and gaining in irnportanceimd those abroad are continuing to take notice.     

The Theoretical Ground for Public Relations Practice and Ethics: A Koehnian Analysis

Public relations literature laments the lack of a theoretical base for the practice and ethics of public relations. Drawing primarily upon Koehn (The Ground of Professional Ethics, 1994) and Hutton (Public Relations Review, 1999), this paper proposes such a theoretical ground.The paper adopts Hutton's assertion that "the central organizing theme of public relations theory and practice" is relationships(Hutton, 1999, p. 209). It also relies upon Koehn (1994) to provide a theoretical discussion of the nature of professions, and the ground upon which professional ethics and public trust in the professions are based. It concludes, from a Koehnian perspective, that for public relations to move from the expertise and contractual models of practice into a covenantal model as a profession worthy of public trust, the field must devote itself to a defined human good (relationships), and must be grounded in a public pledge to serve this good.     

Relationship Between Companies and the Public on Facebook: The Portuguese and the Brazilian Context

ABSTRACT

This study analyzes how companies use Facebook to facilitate discussions with the public in two countries, Portugal and Brazil, through an exploratory content analysis of corporate Facebook pages. Overall, companies in both countries tend to recognize the relevance of Facebook in relationship development and therefore they use online strategies. Nevertheless, Portuguese companies are ahead of the Brazilian in providing calendars of events and partnerships with blogs/giveaways. They also tend to include more links to media reports. Compared to the Portuguese, the Brazilian public enjoys posting publications that express their feelings and/or emotions more. The article also discusses the implications of corporate relationship management practice.     

The Impact of Academic Research on Business Practice Experiences from Marketing

In the past four decades, academic researchers have developed a variety of concepts they claim are relevant to business practice. This article analyzes the impact of eight of these concepts from a decision-oriented perspective. Four of them – econometric models, diffusion models, causal analysis and mental accounting – have yet to exert a significant influence on business practice. In contrast, concepts like price decisions and structures, conjoint measurement, decision support systems and pricing processes – all developed to solve practical problems – have proven to be highly useful. It seems evident that overly complex methodology, abstract reasoning and the reliance on incidental data substantially hinder the success of concepts in practice. On the other hand, concepts that provide managers with economically valuable insights are well-received in business practice. The impact of practical experience on the definition of research projects has remained limited. This is due less to the reluctance of the parties involved and more to the objective obstacles such as confidentiality and the complexity of problems. Academic researchers are encouraged to more assertively seek out research guidance from business practitioners, and practitioners should more actively provide recommendations needed for relevant research.     

公众力量在城市社区可持续更新中的作用

政府及开发商通过权力与资本结盟的方式来推动城市社区的更新,公众参与和合作的作用往往被完全忽视.田子坊城市社区更新的事例充分证明,在单纯公众主事的城市社区更新中需要一个多方参与的、开放的更新模式,这种公众力量参与其中的城市社区更新模式是一种可持续的模式,对于今后的城市社区更新具有广泛的启示意义和示范价值.     

Ethical Standards and Ideology Among Korean Public Relations Practitioners

The purpose of this paper is to investigate the Korean public relations practitioners' perceptions toward ethical issues, individual practices, and ethical standards in the context of ethical ideology. The survey was conducted with the Korean public relations practitioners. A 2 (Relativism: High/Low) × 2 (Idealism: High/Low) factorial design was devised for the analysis.The MANOVA results showed that ethical ideology (idealism and relativism) had significant effects on ethical decision-making. Idealistic ideology had a main effect on ethical issues, individual practices, and ethical standards. However, relativistic ideology only affected the decision-making process related to ethical issues. No interaction effects were detected. This study indicated that the individual's ethical ideology could be an important variable in explaining the outcomes of the individual's ethical decision-making among Korean public relations practitioners.     

The Development of International Business as an Academic Discipline

Abstract

This article reviews the emergence of international business (IB) as an academic discipline through an examination of IB research, curriculum, and location within the organisational structures of universities and business schools. A selective review of the literature on IB education is used to identify different approaches to the formulation of the IB curriculum and its constituent parts and principal features: internationalisation of business functions; integration of constituent subject areas; multidisciplinary and strategic orientation. This is used to derive a number of pedagogic implications for both teachers and students of IB: sequencing and ordering of the curriculum; revealing the ontology and epistemology of IB; breadth versus depth in the curriculum; emphasising a study of or for IB; locating and structuring IB within a modular programme; class room practice for delivering the IB curriculum.