Types of image advertising

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All types of image advertising can be effective if the name of the company, trademark and product coincide. Quite often, advertisers advise basing the advertising policy not on the uniqueness of the company, but focusing on the most successful product or service. This strategy is designed to maximize the advertising potential in terms of sales and is used by many advertisers.

For example, the BMW automobile concern most often advertises the 5th and 7th series of cars, but simultaneously sells products of the 3rd series. In this case, the task is to create a attorney email list connection between the company supplying the product to the market and the product itself.

Let's consider the types of image advertising depending on the company's goals.

Increasing prestige
The company's participation in charity events and educational programs, support for those in need, contribution to the development of culture, organization of holidays.

An image of a successful company is being formed, which is able to solve not only its own problems and invest in the development of its production, but also finance “loss-making” activities.

An example of this type of image advertising is sponsorship activities, the effectiveness of which is explained by the following:

Sponsorship activities usually create a pleasant atmosphere and positive mood. Quite often, the name of the sponsoring company becomes on the same level as the names of the audience's idols and sounds in a positive context. Thanks to this, sponsorship events are always quite effective.

Successful implementation of a sponsorship project is sometimes cheaper than holding classic advertising campaigns or promotions. Naturally, this is only possible if conscientious sponsorship organizers are involved in the work. Such events have another advantage - the opportunity to provide products of their own production. Thanks to this, the process can become an introduction to the benefits of consuming the sponsor's product.

The implementation of large advertising campaigns, as a rule, consists of a series of events aimed at forming a benevolent attitude towards the state, segment, enterprise. In other words, they are aimed at forming a favorable public opinion.

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Showing mercy
Providing support to social or other groups that the corporation is interested in. Image advertising focuses on the humanitarian values ​​that are inherent in the company, for example, selflessness, shown in caring for the weak. The buyer is pleased to contribute to a good cause by buying the advertised product. Therefore, choosing from a variety of trade offers, he will prefer yours.

Areas of charity and sponsorship:

improvement of the environmental situation (purchase and installation of wastewater treatment equipment, payment for scientific research, etc.);

solving problems of healthcare and specific medical and health institutions (purchasing medical equipment and drugs for hospitals, financing scientific research related to finding a cure for a particular disease, etc.);

support for the education system (financial assistance to schools and universities, allocation of funds for the implementation of certain educational projects and the awarding of scholarships to winners);

scientific research activities (financing research of great social significance, rewarding outstanding scientists);

providing assistance to socially vulnerable groups of the population (assistance to large families, orphanages and nursing homes, low-income pensioners, etc.);

municipal needs (assistance in solving local government problems, city needs).

Image advertising, which traces moral and social motives, tells consumers about the company’s integrity and calls them to fairness.

Often, advertising texts contain a reminder of the need to solve long-standing social problems (environmental protection and law and order, assistance to the disadvantaged, etc.).