The Research On Corporate Public-service Advertisement

The competition of the modern corporations is already not only a one level competition that regards the product as the center, but all-directions one with a wider and deeper scope, of which corporate image is the center. In short, it is the competition of corporate image. Face fierce market competition, which corporation can appear before the public with clear and vivid corporate image, thus make the public feel the power of the corporation, will hold the market and succeed.Therefore, corporations pay much attention to the methods of building corporate image in order to gain corporate image power. In this situation, a new method, corporate public-service advertisement, appears. In recent years, more and more corporations appreciate to make use of the corporate public-service advertisements to promote the corporate image, and more and more corporations begin to release the corporate public-service advertisement. Thereby, rules and regulations should be made. With the present condition, this paper tries to make a quest research of corporate public-service advertisement.In this paper, corporate public-service advertisement is an advertising activity which is financed by corporations in order to improve and solve the problems concerning social common benefits. It is helpful for both social effect and corporation benefits: it serves for social common benefits directly, and returns intangible assets (such as: good image and reputation...etc) to corporations indirectly. It is an inevitable result of the public- service undertakings in our country, and is inevitable phenomenon during the development of public- service advertisement undertakings in our country.This paper will analyze the present situation, analyze the problems, and then put forward the strategy. Firstly, it discusses the strategy and functions of the public-service advertisement in corporate image mold. The strategy focuses on two aspects: 1) melting the information of corporations into advertisements in an intrinsic, artistic way; 2), endowing corporate image with necessary personal qualities. Secondly, the paper points out the problems and mistakes existing in the operation of corporate public-service advertisement, mainly in three aspects: 1) the consciousness of corporate image in public-service advertisement is weak; 2)the function of public-service advertisement in building corporate image needs to be explored further; 3) the operations not conforming to regulations in public-service advertisement damage corporate image. Finally, the paper analyzes the problems existing further, and put forward methods to improve for corporations: build up the consciousness of corporate image by setting up good corporate image and speeding the construction of the corporate culture; enhance the intrinsic relevance between corporations and public-service advertisement by introducing the plan process of the commercial advertisement and the strategy of the integrated marketing communication; explore the image mold function further of public-service advertisement by media innovating; and at last discuss how to create a good macro-environment for public-service advertisement which is mainly appealing-of-image-oriented. This paper tries to regulate the corporate public-service advertisement efficiently by analyzing the problems existing nowadays, to help corporations to set up right view of public-service advertisement, to make corporations win both business benefits and social benefits by making good use of public-service advertisement.