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2 广告的结构广告涉及的组织通常有三种:第一类是广告主,其责任是支付广告费用,并依据广告目标提供广告内容概要;第二类是广告代理,受雇设计广告、编撰广告文案及选择广告媒体,而且通常要协调公司的整个营销战略;第三类是广告媒体,即广告播放的地方。这三类组成广告的结构。2.1 广告主作广告大多数是为了促销产品或服务。广告仅仅
2 Structure of Advertising There are usually three types of organizations involved in advertising: the first category is advertisers who are responsible for paying advertising costs and providing a summary of advertising content based on their advertising goals. The second category is advertising agencies, hired design advertising, compilation of advertising copy And select advertising media, and usually to coordinate the company’s entire marketing strategy; the third category is the advertising media, advertising where the player. These three types constitute the structure of the advertisement. 2.1 Advertisers make advertisements mostly for the promotion of products or services. Advertising only