Corporate Communication in Image Policy of an Advertising Agency: components and tools
https://doi.org/10.21453/2311-3065-2018-6-4-45-58
Abstract
The paper represents the analysis of corporate image communication in the market of advertising and communication services with the following recommendations for communicative agencies on the development of corporate image with the use of modern media technologies and in accordance with three key audiences: employees, customers and owners / investors. For the purpose, the authors analyze communication activity of 40 agencies (Russian and foreign) in mass media, social networks, corporate websites. The paper reveals three factors that influence the image of the company: (1) what the company says about itself in the mission, values, goals; (2) what companies say about the technologies that they use to be effective in the market; (3) what companies say about the products and services they sell.
In summary, the authors (1) define the key directions in the positioning of modern communication agencies and (2) describe the services of agencies from the position of the image values development. Conclusions the authors emphasize the importance of advertising agencies in the development of modern culture, besides its influence on modern markets.
Keywords
image,
communication,
advertising agencies,
trend,
positioning,
culture,
branding,
corporate communication
About the Authors
N. V. Grishanin
North-West Institute of Management of the Russian Presidential Academy of National Economy and Public Administration (RANEPA)
Russian Federation
Russian Federation
Nikita Vladimirovich Grishanin, Cand. Sc. (Cult.), associate professor of the Department of Public Relations and Social Technologies
199178, St. Petersburg, Sredny prospect, 57
M. V. Vvedenskaya
Russian Presidential Academy of the National Economy and Public Administration (RANEPA)
Russian Federation
Russian Federation
Marina Viktorovna , Cand. Sc. (Econ.) associate professor at the department of advertising and public relations
Moscow
V. B. Tulubiev
St. Petersburg State University of Technology and Design
Russian Federation
Russian Federation
Vadim Borisovich Tulubiev, postgraduate student
St. Petersburg
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Review
For citations:
Grishanin N.V., Vvedenskaya M.V., Tulubiev V.B. Corporate Communication in Image Policy of an Advertising Agency: components and tools. Communicology. 2018;6(4):45-58. (In Russ.) https://doi.org/10.21453/2311-3065-2018-6-4-45-58
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