. . , , : ? ! , . , . . , , , . .
1911 . . . , , .
, , . , 1917 . ( ), . 1912 . , . 1914 . Audit Bureau of Circulation, .
, 1840 1915 . , :
1. ( ).
2. , .
3. .
4. .
5. .
6. .
7. .
, . . , .. , . . .
(Lasker, 1880-1952) 44 . , 20 , . , , . 1918 . . .
|
|
, : , , . , . : General Electric, Quaker Oats, RCA, Lucky Strike .
. () (Hopkins). 1930- . 185 . . . . , . (1923). : , . , . , .
(Resor, 1879-1962), . . , . . . , . , .
(Rubicam, 1892-1978). 15 , , ( , , , .). 1919 . N.W. Ayer . , 5 . , : . , - . , , .
4 (Young) . 5 . ., 1960-80- . 3 . . . ( General Foods) , . .
(Burnett, 1891-1971) Poria Journal. , . 1935 . . 20 . , :
|
|
1. . .
2. , , .
3. , , : , .
. . - , .
. . , , . , .. .
(Bernbach, 1911-1982) - , , . . . Doyle Dane Bernbach 1200 . 1 . . . . , , , 0,5 . . , . , . .
(Ogilvy) , , , , . 1949 . - Ogilvy & Mother. 140 40 . -, 10 . . 40 . . , - - : 60 - .
Dove. , .. . , Dove , ! . . 1954 . Confessions of an Advertising Man . Ogilvy on advertising .
. , . . , . , . , , . , - , : ! , , 1892 . - . , .
|
|
, . . -, . , . , - . , , . -, . , . .
1900 . (. ) (Compote Interactive Enciclopedia) , . PR , .
1904 . . 1918 . PR . PR ( . ) - . 1923 . PR Crystallizing Public Opinion ( ). , PR .
1906 . , , - . - PR- , : -. . . . , - . , , , , .
. . . . 1914 ., 1919 . , PR. - : , -, , .
|
|
, , ( , ) , , PR-. , , () , , , . , , . , .
PR , (). 1913 . : , , . , . , , , .
PR . , . , PR. - , , 3000 . , , , .., ( 4 ) .
, , . , , , , , . . PR- , . , PR . PR- , .
, , . . PR. 1923 . . , , , , , , , . 1928 . American Tobacco Company . PR- Camel Chesterfield. , Lucky Strike.
, ( ) (1920). , , . 1923 . . 1926 . --. 1940- . - , -, , ..
(1929-33 .) . (, , ?) , , . , , .
|
|
, , . ( , , ), , , ..
, . , . , . , . ., , , .. . 1929 . , , , ( ).
1942 . . . , , . .. , . , , .
1950-60 . . ( , , ). , . , , ( ), , . : , .
, , . ( ), , - ( ).
1987 . . , : , .
: 1,5 . . , 200 . , 50 . 500 . . . : , , .
. 7 , 1987 1994 . 20 %.
1991 ., Avon . , 42 . , , .
1930- . PR ; (AT&T, General Motors .) - PR. . , PR .
PR 1948 . PR (PRSA), 1955 . PR (IPRA). 1962 . , PR. 1965 . . IPRA . 77 . , .
, (). , , , , , , , . (Goodwill), () . PR . , , PR. PR . - 1993 .. PR- , , , , .
5080 PR-, . ., PR- 200 . . 20 PR- . . . PR Public Relations Association, International Association of Business Communicators . PR , , , . PR- . ., PR- .
. , , , . :
Ø (government relations);
Ø (investor relations);
Ø (corporate relations);
Ø (media relations);
Ø (special events);
Ø (image making);
Ø (crisis management);
Ø (message management).
6 . , . , -, . . . , , , . , 200 . 30 % . , , , , , , .
, , . , , , , .
, , , - , , , . , . , , . , . , : , , .
. 1980- . . , , 320 . . , , , , .