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