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Understanding Image Building in Marketing

This document discusses concepts and best practices for image building through corporate social initiatives and communications. It outlines key concepts like audience research, impression management, and message packaging. It also lists best practices for developing social initiative programs, such as choosing a small number of social issues to support that are relevant to local communities and synergistic with the company's mission and values. Additional best practices include selecting initiatives that are important to key stakeholder groups and can be supported over the long term.

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Rea Rosario Malite
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409 views6 pages

Understanding Image Building in Marketing

This document discusses concepts and best practices for image building through corporate social initiatives and communications. It outlines key concepts like audience research, impression management, and message packaging. It also lists best practices for developing social initiative programs, such as choosing a small number of social issues to support that are relevant to local communities and synergistic with the company's mission and values. Additional best practices include selecting initiatives that are important to key stakeholder groups and can be supported over the long term.

Uploaded by

Rea Rosario Malite
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Image Building

Prof. Jose R. Lacson Jr., PhD Food and Nutrition Research Institute Department of Science and Technology

Concepts and Definitions


Audience Research know thy audience Internal and External Publics Image Management Impression Management Public Opinion Formation Message Packaging Corporate Communications Media Relations Public Affairs and Public Information

Concepts
Advocacy Vision, Mission, Goal Visibility Promotions Cause Promotions, Cause-related Marketing, Social Marketing, Corporate Philosophy, Community Volunteering, Socially Responsible Business Practices

Communication theory
Convergence Model Display-Attention Model

Best Practices for Developing Social Initiative Programs (Kotler& Lee, p. 238 261, 2005)
1. Choose only a few social issues to support. 2. Choose issues that are of concern in the communities where you do business. 3. Choose causes that have synergy with mission, values, products and services. 4. Choose causes that have potential to support business goals: marketing, supplier relations, increased productivity, cost reductions.

Best Practices for Selecting a Social Initiative (Kotler& Lee, p. 238 261, 2005)
5. Choose issues that are of concern to key constituent groups: employees, target markets, customers, investors and corporate leaders. 6. Choose causes that can be supported over a long term.

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