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作业代写:The commercial value of enterprise public service advertising

2018-04-04 来源: 51due教员组 类别: Essay范文

下面为大家整理一篇优秀的essay代写范文- The commercial value of enterprise public service advertising,供大家参考学习,这篇论文讨论了企业公益广告的商业价值。公益广告和商业广告不同,商业广告的目的是推销企业的产品和服务,是奔着直接获得经济利益去的,而公益广告的初衷是为社会服务,并没有直接的经济利益诉求。公益广告虽然不能直接为企业产生经济效益,但是其具有长远的,隐性的商业价值,因为公益广告容易获得大众的认可,在企业的口碑和形象不断提升以后,潜在的消费者也会被吸引过来,从而将对企业或者品牌的好感转移到企业的产品和服务上,刺激他们进行消费,从而获得经济效益。

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For enterprises, public service advertising is not a real economic benefit, but it is a favorable way to publicize the enterprise brand and related products. Various means such as the use of the media and public welfare advertisement propaganda, highlight the unique enterprise in public management idea, this people favor in the desired propaganda will get twice the result with half the effort effect.

Large enterprises in the market competition will through channels such as advertising, depreciate sales promotion to attract audience's eyes, but with reduced consumer demand, immune to enterprises of all kinds of promotion methods, enterprises need to change the way you put on the advertising to stimulate consumer spending. Enterprises through public welfare advertisement, in addition to attract attention to stimulate consumption, more important is can improve the image of the enterprise, because the public service ads give a person a kind of care about the society and people's livelihood, to give consumers the feeling of genuine concern, therefore, the image of the enterprise in the consumers' mind will be better. Once consumers trust the business, there is a sense of trust in their products and services. Can say, the enterprise put in the public service ads, on the one hand makes the advertisement more energetic, provided the economic security for its benign operation, on the other hand, public service ads for shaping corporate image, promote enterprise development.

Public service ads and commercials are different, the purpose of commercial advertising is to promote the enterprise products and services, is heading for direct access to economic interests, and the purpose of the public service ads is a service for the society, care about the public life, there is no direct economic benefit. Public service ads although not directly generate economic benefits for the enterprise, but it has a long-term, recessive commercial value, because the public service ads easy to obtain public recognition, reputation and image of the enterprise after rising, potential customers will be attracted to come over, and moving to the good opinion of the enterprise or the brand to the enterprise products and services, to stimulate their consumption, in order to gain economic benefits.

In the past, companies did everything, including advertising campaigns, for one purpose, to maximize economic benefits. However, while the enterprise gains great economic benefits, the social benefits are gradually lost, and with the development of the social economy, the enterprise's living environment has also been destroyed. Enterprises want to make themselves sustainable development. The first thing to do is to protect the environment and contribute to the benign development of society. And public service ads is one of the best ways to realize its social responsibilities and obligations, through public service ads, enterprises not only have a positive impact on social development, and makes his own image also gradually perfect, corporate branding can be realized. Our country enterprise of public service ads on the emblem when released the logo or name of the enterprise, such as soon as public service ads to be successful, enterprise brand image will be set in potential customers heart, thus will get indirect business enterprise value.

First of all, if we want to realize the potential and long-term commercial value of enterprise public service advertising, we need to carry out reasonable business operation. Most large companies have now realized public service ads for their own image shaping and the importance of brand value enhancement, also realized that enterprises want to get long-term development will need to secure the support of society and consumers. Therefore, large enterprises in the investment of public welfare advertisement needs to market and potential customers to conduct a comprehensive investigation, to understand consumer's attitudes towards public service ads on the market, what kind of advertisement type harvest effect is good, competitors launched what public service ads, how effective they are. Can then need to plan as a whole, and related government agencies, can also seek cooperation and social organizations, such as tencent reading and CCTV cooperation of public welfare advertisement read - company, still have yanghe and CCTV Spring Festival gala public service ads "dream in the home". Can also be a cooperation between businesses, such as Colgate water-saving public welfare enterprises in Brazil, jointly to the marriott hotel in the theme of "every drop of public service ads, Colgate will be the public welfare advertising posters in the sink of the marriott hotel, pictures of the small and medium-sized friends desire for water eyes can have very good warning effect, make the guest in the water can pay attention to their own habits, avoid the waste of water resources. Enterprises in the public service ads business operations, if operate well, you can do the correct values, to carry forward the good effect, not only contribute to social services, but also has improved its image. In addition, the public welfare advertisement has a wide audience, easy to be recognized and widely characteristics such as support groups, so the use of public service ads for business operations, can promote enterprise business image more full stereo, within the scope of the biggest for recognition and favor.

Second, and the birth of more and more public service ads for the success of cases, some enterprises want to let oneself the commercial value of the enterprise, also need to combined with the feature of public service ads three, namely brand sex, public welfare and aging model for the planning and delivery of public advertising. In particular, aging public service advertisements can attract more attention and achieve great success. Potential consumers will pay attention to the current event hot spot, to pay attention to the related ads, and then from the public service ads emotional resonance, so as to pay attention to the launch of the advertisement company, interested in enterprise after understanding and trust, and finally for the enterprise's trust, because of the enterprise reputation and good image and influence potential consumers' consumption behavior, enterprise get more loyal customers and huge commercial value. In effective advertising do good is nongfu spring enterprises, such as "donate a penny for the Olympic Games in 2001 public service ads is caught the application for the current event hot spot of the Olympic Games in Beijing, the sales sales doubled than in 2000. After the success of the shenzhou v manned space flight, for example, does not lose time in space foundation to establish relations with China, makes the social image of the enterprise is more stable, in the brand and the social benefit at the same time, and was a great potential commercial value.

To sum up, public service advertisements have a wide range of audiences, which are more easily accepted and have great influence. Enterprises want to gain advantages in the increasingly motivated competitive market and obtain more long-term commercial value, so they need to plan and launch public service advertisements. In order to stand out in many public service ads, when an enterprise is in the public welfare advertisement business value need to pay attention to the use of cultural psychology rule, close the distance between businesses and consumers, but also pay attention to the moderate principle, otherwise it will cause too much, also need to pay attention to the current event hot news, with the help of a hot issue to the role of business value to the limit.

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