Exam 13: Corporate Image Advertising, Sponsorships, and PR

With negative publicity, the organization should do daily surveys for a week or so to determine whether it can safely be ignored.

PR will overtake corporate image advertising and sponsorships as the main form of corporate marcoms.

When planning the content of corporate image advertising by applying the CESLIP presenter model, the sincerity characteristic can increase trust in the organization.

A company logo is usually sufficient to achieve the two basic positioning objectives of linking the corporate brand to the appropriate category need and communicating its key benefit.

Corporate image advertising is aimed at outside stakeholders, not current employees.

For corporate image advertising, the manager is well advised to use either an instinctual or an archetypal selling proposition.

Paid corporate publicity and corporate entertainment of prospective and current clients these days are usually lumped together as public relations or PR.

Corporate image advertising aims to increase corporate reputation after increasing corporate brand awareness because awareness is the carrier of the reputation.

The most important measure of company awareness from a sponsored event is whether people can recall or recognize the company that sponsored the event.

Sponsored events should be chosen for their capacity to communicate at least one of the brand's key benefits.

Most sponsorships produce a positive effect on company stock prices and on sales.

With a genuine crisis facing the company, there are only two viable strategies that the company can adopt to respond to it.

Corporate mission is defined as an inspirational statement of what you expect to do with the company brand.

Estimating the number and attention values of the OTSs in terms of their contribution towards minimum effective frequency (MEF) is easy.

Big companies can initiate positive publicity by issuing regular news releases, publicizing new developments in corporate image ads, and advertising the company's "socially responsible" sponsorships.

Corporate image advertising, sponsorships, and public relations (PR) are conceptually identical types of marcoms and are direct means of generating awareness and preference for the corporate brand or master brand.

Corporate identity refers to the signage and symbols that the company uses to identify itself to people.

Dowling identifies five situations in which corporate image advertising is useful and one of them is when the product has a short purchase cycle.

The most typical action objectives of corporate image advertising are: investment, supply, employment, and to not attack.

Companies in controversial or demonized industries - such as nuclear power companies, tobacco companies, or munitions manufacturers - should keep a low profile and not use PR.