宣传基本概念
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文<span style="color: black;">重点</span>介绍什么是<span style="color: black;">宣传</span>？<span style="color: black;">宣传</span>的发展史、现有<span style="color: black;">宣传</span>的<span style="color: black;">有些</span><span style="color: black;">归类</span>。</p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/551b7cdb0c304c0a9af9b1a63f12205a~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723538206&x-signature=I2NbPIUdIIVaxQgXFyeS38D0yzk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">宣传</span></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">顾名思义<span style="color: black;">便是</span>广而告之</span><strong style="color: blue;"><span style="color: black;">，向社会广大公众<span style="color: black;">通知</span>某件事</span></strong><span style="color: black;">，是一种</span><strong style="color: blue;"><span style="color: black;">有结构、有组织</span></strong>的传播活动。面向群体、关于<span style="color: black;">制品</span>、付费的、<span style="color: black;">一般</span>是劝服性的、<span style="color: black;">经过</span><span style="color: black;">宣传</span>媒介传播、<span style="color: black;">宣传</span>就其含义<span style="color: black;">来讲</span>有广义和狭义之分：</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">广义的<span style="color: black;">宣传</span>则<span style="color: black;">包含</span><span style="color: black;">商场</span><span style="color: black;">宣传</span>和公益<span style="color: black;">宣传</span>。<span style="color: black;">所说</span>公益<span style="color: black;">宣传</span><span style="color: black;">指的是</span>不以营利为目的的<span style="color: black;">宣传</span>。例如,政府公告、宗教布告、教育通告，文化、市政、社会、救济等团体的启事、声明以及个人的遗失声明、寻人启事、征婚启事等。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">狭义的<span style="color: black;">宣传</span>：</span><span style="color: black;"><span style="color: black;">指的是</span>以营利为目的的<span style="color: black;">宣传</span>，<span style="color: black;">一般</span>是<span style="color: black;">商场</span><span style="color: black;">宣传</span>，它是为推销商品或<span style="color: black;">供给</span>服务，以付费方式<span style="color: black;">经过</span><span style="color: black;">宣传</span><span style="color: black;">媒介</span>向消费者或用户传播商品或服务信息的手段。商品<span style="color: black;">宣传</span><span style="color: black;">便是</span><span style="color: black;">这般</span>的经济<span style="color: black;">宣传</span>。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这种<span style="color: black;">宣传</span>只传播<span style="color: black;">相关</span>促进商品和劳务<span style="color: black;">营销</span>的经济信息。</span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">宣传</span>发展史</h1>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/pgc-image/5510047356e047de8dc5598c7010ee64~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1723538206&x-signature=bo%2FfijTre272yTur%2B2ckFpV4MPg%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">中国现代<span style="color: black;">宣传</span>发展历程</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">中国现代<span style="color: black;">宣传</span>业的发展时期（1979-1994）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">低起点、高速度的发展形态</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">众多而力量分散的<span style="color: black;">宣传</span><span style="color: black;">机构</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">强势媒介</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">中国现代<span style="color: black;">宣传</span>业的成熟时期（1995年<span style="color: black;">迄今</span>）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">向<span style="color: black;">安稳</span>发展过渡</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span><span style="color: black;">机构</span><span style="color: black;">起始</span>力量集中</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">强势媒介<span style="color: black;">起始</span>弱化倾向</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>发展史（观点二）：</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">中国的<span style="color: black;">宣传</span>产业</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">停滞期（1949-1978）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">阶级斗争</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">文化大革命</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">样板戏</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>复兴元年（1979）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">恢复期（1979-1994）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">外商<span style="color: black;">宣传</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span><span style="color: black;">机构</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>协会</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">成<span style="color: black;">长时间</span>（1985-1989）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">跨境</span><span style="color: black;">宣传</span><span style="color: black;">机构</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>管理</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">黄金时期（1990-1996）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">电视时代和媒介竞争</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>理论和技术链条完整CI</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>代理制</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">走向世界（1997-<span style="color: black;">迄今</span>）</span></strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">国际交流</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">国际<span style="color: black;">宣传</span>奖</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">国际化和本土化交锋</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>市场巨大</span></p>
<h1 style="color: black; text-align: left; margin-bottom: 10px;"><span style="color: black;">宣传</span><span style="color: black;">归类</span></h1>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span><span style="color: black;">根据</span><span style="color: black;">区别</span><span style="color: black;">运用</span>场所及要面对环境、<span style="color: black;">目的</span>群体来看，<span style="color: black;">能够</span>分为<span style="color: black;">区别</span>的种类：</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按传播<span style="color: black;">媒介</span>:</span></p><span style="color: black;">印刷<span style="color: black;">宣传</span>：报纸<span style="color: black;">宣传</span>、杂志<span style="color: black;">宣传</span>等</span><span style="color: black;">电波<span style="color: black;">宣传</span>：广播<span style="color: black;">宣传</span>、电视<span style="color: black;">宣传</span>等</span><span style="color: black;">户外<span style="color: black;">宣传</span></span><span style="color: black;">邮寄<span style="color: black;">宣传</span></span><span style="color: black;">交通<span style="color: black;">宣传</span></span><span style="color: black;">售点<span style="color: black;">宣传</span>（POP）</span><span style="color: black;">网络<span style="color: black;">宣传</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按传播范围</span></p><span style="color: black;"><span style="color: black;">全世界</span>性<span style="color: black;">宣传</span></span><span style="color: black;">国际性<span style="color: black;">宣传</span></span><span style="color: black;">全国性<span style="color: black;">宣传</span></span><span style="color: black;">区域性<span style="color: black;">宣传</span></span><span style="color: black;"><span style="color: black;">地区</span>性广告</span><span style="color: black;">小范围<span style="color: black;">宣传</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按时间<span style="color: black;">宣传</span></span></p><span style="color: black;"><span style="color: black;">平衡</span><span style="color: black;">宣传</span></span><span style="color: black;"><span style="color: black;">机会</span><span style="color: black;">宣传</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">季节性<span style="color: black;">宣传</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">节假日<span style="color: black;">宣传</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">集中时间<span style="color: black;">宣传</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按<span style="color: black;">详细</span>内容</span></p><span style="color: black;">商品<span style="color: black;">宣传</span></span><span style="color: black;">企业<span style="color: black;">宣传</span></span><span style="color: black;">商品企业结合<span style="color: black;">宣传</span></span><span style="color: black;">品牌<span style="color: black;">宣传</span>（Brand advertising）</span><span style="color: black;">观念<span style="color: black;">宣传</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按商品在市场的生命周期</span></p><span style="color: black;">开拓期<span style="color: black;">宣传</span>：进入期、导入期</span><span style="color: black;">成<span style="color: black;">长时间</span><span style="color: black;">宣传</span></span><span style="color: black;">成熟期<span style="color: black;">宣传</span></span><span style="color: black;">衰退期<span style="color: black;">宣传</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按<span style="color: black;">宣传</span>文案诉求</span></p><span style="color: black;">介绍性<span style="color: black;">宣传</span>——诉求理性</span><span style="color: black;">形象性<span style="color: black;">宣传</span>——诉诸感性</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按<span style="color: black;">目的</span>市场</span></p><span style="color: black;">消费者市场</span><span style="color: black;">企业/工业市场</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按<span style="color: black;">宣传</span>目的</span></p><span style="color: black;"><span style="color: black;">商场</span>性<span style="color: black;">宣传</span></span><span style="color: black;">非<span style="color: black;">商场</span>性<span style="color: black;">宣传</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按传播媒介性质</span></p><span style="color: black;"><span style="color: black;">公众</span>传媒<span style="color: black;">宣传</span></span><span style="color: black;">自办媒介<span style="color: black;">宣传</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按<span style="color: black;">目的</span>受众</span></p><span style="color: black;">消费者<span style="color: black;">宣传</span></span><span style="color: black;">企业对企业<span style="color: black;">宣传</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按<span style="color: black;">宣传</span>主</span></p><span style="color: black;">制造商<span style="color: black;">宣传</span></span><span style="color: black;">批发商<span style="color: black;">宣传</span></span><span style="color: black;">零售商<span style="color: black;">宣传</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">按<span style="color: black;">详细</span>表达方式</span></p><span style="color: black;"><span style="color: black;">报告</span>式<span style="color: black;">宣传</span></span><span style="color: black;">劝导式<span style="color: black;">宣传</span></span><span style="color: black;">提醒式<span style="color: black;">宣传</span></span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>影响消费者的<span style="color: black;">办法</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、内容分析法</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、观察法</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、实验法</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4、问卷法</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">5、访谈法</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">宣传</span>受众群的心理特征</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">性别心理</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">年龄心理</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">地域心理</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">职业心理</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">收入心理</span></p>
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