Matters needing attention in corporate image advertising planning

1. If an enterprise's products are in a fully mature brand stage, it is not easy to invest a lot of brand image advertisements, such as the "I can" advertisement of China Mobile's GSM sub-brand during the 2004 Athens Olympic Games. As a relatively mature brand of China Mobile, such a huge investment in advertising expenses can, to some extent, improve the popularity and pro-vitality of the brand image. However, the advertising input is not proportional to the output, resulting in a certain degree of waste. If China Mobile uses this part of the advertising budget to develop a new children's song service, it can be predicted that its effect will be remarkable. In the Derby War in the telecommunications industry, the strong advertising competition between China Mobile and China Unicom can be said to have caused considerable waste of advertising resources. It is suggested that the two companies invest in advertising rationally.

2. Taking the corporate image as the appeal point of advertising, especially those that focus on corporate social welfare, we should try our best to avoid the appearance of corporate commercial color, which will arouse consumers' resentment and think that it is terrible to play with their feelings, and it will also attract the condemnation of some "sensitive" netizens. The sources of controversial advertisements such as Toyota's "overbearing", Nippon Paint's "dragon" and even Nike's advertisements all come from the Internet. Are you too sensitive to advertisements? In the advertisement of Nongfu Spring Sunshine Project, at the end of the advertisement, all the children said in unison that "Nongfu Spring is a little sweet", which gave me a strange feeling. Although this advertisement is a commercial advertisement, it is not a public service advertisement. Of course, it cannot be measured by public service color, but it gives me the feeling of failure! The wisest thing to do is to set up products to participate, but not to cause resentment.

3. There are many factors that affect the corporate image, some of which are beyond the control and prediction of the enterprise. For example, some unexpected events will damage the brand image, sometimes fatal, which requires enterprises to establish crisis public relations of brand image in the marketing process, such as Contac PPA incident. Today, you can still find Doctek's negative reports by typing Contac in Google. Fuyang inferior milk powder incident, Arowana 1: 1: 1, Juneng calcium hydrogen peroxide, had to cause advertisers to think. For example, in February of 1989, French "green liquid" mineral water suddenly announced that the benzene content of some "green liquid" mineral water exceeded the sampling requirements by 2-3 times, and it was dangerous to cause cancer if used for a long time. As soon as the news came out, it was undoubtedly a well-known blow to the company. In this case, the general practice is to apologize and take back the unqualified products, but unexpectedly, the company did not do so, but held a press conference, announcing the on-site destruction of 65.438+0.6 billion bottles of "green liquid" mineral water that have been shipped to the world, and then making compensation with new products, which cost the company 200 million francs. Some people don't understand, why go to such a big fight for a few bottles of mineral water? It turned out that the company used the image crisis to counter the pursuit of publicity effect. At that time, all major media reported this incident, making the popularity of "green liquid" mineral water a household name. Unfortunately, the image crisis public relations of domestic brands are far from so clever, and only stay at the bottom of redemption and apology.

4. Any advertisement is the shaping of corporate image and brand image, so the most commonly used advertising form at present is the appearance of corporate VI logo at the end of business, which can save advertising expenses and accumulate corporate image invisibly. The advertisement of any sub-brand of Procter & Gamble always looks like Procter & Gamble VI in the end. The purpose is to inform consumers that the brand is a product of Procter & Gamble. Please feel free to use it. Second. Create the corporate image of P&G, on the contrary, stimulate the purchase. Even some enterprises have joined the speech recognition system, and their own enterprises have their own distinguishing features. Congratulations!