Corporate Advertising
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Transcript of Corporate Advertising
Corporate advertising
Definition Advertising that is more
public relations than sales promotion. Its objective is to build a firm's corporate image, reputation, and name-awareness among the general public or within an industry.
CORPORATE ADVERTISING
Used to build an image of the organisation.
It states what the organisation has to say about itself, lays stress on its mission and its philosophy.
It may have a social message for a specific target audience.
It presents the view point of an institute for a national cause.
Objectives of Corporate Advertising
To make the company known. Its Products Known Its values Known Also aims to make socio-political,
economic & moral statements.
INTERNAL COMMUNICATION
Communication with employees is one of the most effective ways to create understanding that leads to business success.
Downward communication: between management and employee
Upward Communication: employee-management communication Horizontal communication: between employees on the same level.
Internal Communication
PR with own employees is called internal PR.
House Journal Electonic news Video magazinesVideo tapes, video CDs, laser disks
Notice boards
A person in charge of PR function must have: -as much knowledge about the organisation as possible. -good qualifications like management training, PR diploma, advertising, journalism or mass
communication diploma. -good experience -Personal traits suitable to work as PR executive -managerial skills of Planning, organising and
contolling. -imagination and innovativeness -computer literacy -personal integrity
CORPORATE IMAGE
A corporate image- It is representation which the company creates about itself with the help of advertising, for example. It forms favorable opinion at target audience.
Corporate Image
Is earned over a period of time. It is based on our experience of dealing with the
organisation. It is also based on our knowledge about that
organisation. Images are based on our
1. Product & Service quality.
2. The after sales service we provide
3. The advertising we do.
4. Industrial relations record
5. Trade relations
6. Stock market position
7. External communications 8.Correspondence 9. Packaging
Is also the outcome of our experience, impression, belief, percption and knowledge of the company.
Corporate Identity
The concept of corporate image leads us to the concept of corporate identity, Image is mostly a matter of perception amongst the different audiences of the corporation.
Identity is, however, more of a physical nature –it is the audible or the visible part of the corporate image.
Basic elements of Corporate Identity 1. The nature of the organisation.2. Communicative name, if different3. Names of divisions, subsidiaries and
products, if any4. The corporate signature5. Graphic representation of mark &
signature.6. Corporate colours
Perceived corporate reputation:stakeholders’
Figure 19.4Source: based on ‘the value to be found in Corporate Reputation’ Financial Times 4th Dec., Fombrun (2000).
PUBLIC RELATIONS RESOURCES
Leading Indian PR Agencies Ogilvy Public Relations Worldwide Prism PRRitam CommunicationsDean PieleAbacus
PUBLIC RELATIONS RESOURCES
Top US PR Agencies(Independent Group)Burson-Marsteller (WPP)Porter Novelli (Omnicon) Ogilvy Public Relations Worldwide (WPP)
EVENT MANAGEMENT RESOURCE
Definition
Events as occurrences designed to communicate particular
message to target audience.Philip Kotler
EVENT MANAGEMENT RESOURCE
Market for EMMarket Size - 150 Cr.Growth Rate - 50% GR is expected more than 50%
EVENT MANAGEMENT RESOURCE
Event CategoryCricketOlympicMusicFilm/TelevisionFests
EVENT MANAGEMENT RESOURCE
Event CategoryHot Air BallooningExpeditionMotor Sports
EVENT MANAGEMENT RESOURCE
Event CategoryPoloGolfHero CupHockeyTennis
EVENT MANAGEMENT RESOURCE
Event CategoryHorse RacingFootballSquashWorld Cup Chess, Cricket, FootballExhibition
EVENT MANAGEMENT RESOURCE
Event CategoryKite FestivalsNavratri FestivalsFairs/FestivalsSpecial Launches
EVENT MANAGEMENT RESOURCE
Event CategoryCelebrityBirthdayMarriageUniversity/College Annual DayNational Day
EVENT MANAGEMENT RESOURCE
Event CategoryRural Festival & CelebrationMajor Festival (list of Holidays)Trade Fair of India
EVENT MANAGEMENT RESOURCE
ProductTyresCigarettesShoesSoft DrinksLiquor
EVENT MANAGEMENT RESOURCE
ProductAutomobilesMotor BikesBanksPharmaceuticals
EVENT MANAGEMENT RESOURCE
Event OraganiserStagekraftMusic CraftPineapple ClubTropical ShowflakesMedia Entertainment Pvt. Ltd.
EVENT MANAGEMENT RESOURCE
Event OraganiserUni Rapport EventsWizcra27ftFountainheadPower productionsA Media Promotions
Evaluating public relations
Figure 19.3
Objectives of Public Relation Porgram Presenting a favourable image and its
benefits. Promotion of Products & Services Detecting and dealing with its publics. Determining the organisations posture in
dealing with its publics. Goodwill of employees or members Prevention and solution of labour problems Fostering the goodwill of communities in
which the organisation has units Goodwill of the stock holders or constituents
OBJECTIVES OF PR
Overcoming misconception and prejudices
Forestalling attacks Goodwill of suppliers Goodwill of the government Goodwill of the rest of the industry Goodwill of dealers and attracting other
dealers Ability to attract the best personnel
OBJECTIVES OF PR
Education of the public in the use of a product or service.
Education of the public regarding a point of view
Goodwill of customers or supporters Investigation of the attitude of various groups
towards the company formulation and guidance of policies
Fostering the viability of the society in which the organisation functions.
Directing the course of charge