Author: Nikita V. Grishanin, Marina V. Vvedenskaya, Vadim B. Tulubiev
Communicology. 2018. Vol.6. No.4
Nikita Vladimirovich Grishanin, Cand. Sc. (Cult.), associate professor of the Department of Public Relations and Social Technologies of the North-West Institute of Management, RANEPA;
Marina Viktorovna Vvedenskaya, Cand. Sc. (Econ.) associate professor at the department of advertising and public relations, RANEPA;
Vadim Borisovich Tulubiev, postgraduate student of St. Petersburg State University of Technology and Design. Address: 199178, Russia, St. Petersburg, Sredny prospect, 57. E-mail: nikitag@bk.ru.
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
Text: PDF
For citation: Grishanin N.V., Vvedenskaya M.V., Tulubiev V.B. Corporate communication in image policy of an advertising agency: components and tools. Communicology (Russia). 2018. Vol. 6. No.4. P. 45-58. DOI 10.21453 / 2311-3065-2018-6-4-45-58.
References
Grishanin N.V. (2009). Branding. Textbook for students studying, specialty 032401.65 “Advertising”. Moscow (In Rus.).
Grishanin N.V., Zhigalova N.G. (2016). Positioning of an advertising agency in St. Petersburg: indicators, market participants, trends. Strategic communications in business and politics. Vol. 2. No. 2. P. 63-70 (In Rus.).
Evstafiev VA (2017). Organization and practice of the advertising agency: textbook for bachelors / V.А. Evstafiev, A.V. Molin. Moscow: Dashkov and K (In Rus.).
Iskandarova TA (2013). Innovativeness of advertising means as a factor of increasing the competitiveness of international advertising campaigns. Economic theory, analysis, practice. No.2 (In Rus.).
Malyshko E.P. (2017). Event-management as a way to promote an advertising agency. In: Creativity of the young: design, advertising. Collection of works of the XVI national scientific and practical conference of students and graduate students. Publishing house: Omsk State Technical University (In Rus.).
Mirzabekova M.Y. (2014). Marketing of advertising activity. Modern trends in economics and management: a new view. No. 24. P. 87-95 (In Rus.).
Petushkova E.V., Spiridonova A.I. (2016). Geolocation of an advertising agency as a tool for the formation of its habitus image. In: Week of youth science. Collection of scientific conference. P. 382-386 (In Rus.).
Seabrook J. (2015). Nobrow. Culture of marketing. Marketing of culture. Moscow: Ad Marginem Press (In Rus.).
Tuchkov V.Y., Shelley L. (2010). Ogilvy & Mather: what is total branding and how to build a marketing campaign on off-system elements. CEO. No. 7/8 (In Rus.).
Sharkov F.I., Sedov O.A. (2017). Promotion of the brand through new information and communication technologies (on the example of Russian airlines). Communicology. Vol.5. No. 6. P. 86-101 (In Rus.).
Drewniany B.L., Jewler A.J. (2007). Creative Strategy in Advertising. Wadsworth Publishing. Nudd T. (2004). Give Those Icons a Rest. Adweek Eastern Edition. No. 30.
Wells W., Moriarty S., Burnett J. (2007). Advertising Principles and Practice. 6th ed. PHI.
Communicology. 2018. Vol.6. No.4
Nikita Vladimirovich Grishanin, Cand. Sc. (Cult.), associate professor of the Department of Public Relations and Social Technologies of the North-West Institute of Management, RANEPA;
Marina Viktorovna Vvedenskaya, Cand. Sc. (Econ.) associate professor at the department of advertising and public relations, RANEPA;
Vadim Borisovich Tulubiev, postgraduate student of St. Petersburg State University of Technology and Design. Address: 199178, Russia, St. Petersburg, Sredny prospect, 57. E-mail: nikitag@bk.ru.
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
Text: PDF
For citation: Grishanin N.V., Vvedenskaya M.V., Tulubiev V.B. Corporate communication in image policy of an advertising agency: components and tools. Communicology (Russia). 2018. Vol. 6. No.4. P. 45-58. DOI 10.21453 / 2311-3065-2018-6-4-45-58.
References
Grishanin N.V. (2009). Branding. Textbook for students studying, specialty 032401.65 “Advertising”. Moscow (In Rus.).
Grishanin N.V., Zhigalova N.G. (2016). Positioning of an advertising agency in St. Petersburg: indicators, market participants, trends. Strategic communications in business and politics. Vol. 2. No. 2. P. 63-70 (In Rus.).
Evstafiev VA (2017). Organization and practice of the advertising agency: textbook for bachelors / V.А. Evstafiev, A.V. Molin. Moscow: Dashkov and K (In Rus.).
Iskandarova TA (2013). Innovativeness of advertising means as a factor of increasing the competitiveness of international advertising campaigns. Economic theory, analysis, practice. No.2 (In Rus.).
Malyshko E.P. (2017). Event-management as a way to promote an advertising agency. In: Creativity of the young: design, advertising. Collection of works of the XVI national scientific and practical conference of students and graduate students. Publishing house: Omsk State Technical University (In Rus.).
Mirzabekova M.Y. (2014). Marketing of advertising activity. Modern trends in economics and management: a new view. No. 24. P. 87-95 (In Rus.).
Petushkova E.V., Spiridonova A.I. (2016). Geolocation of an advertising agency as a tool for the formation of its habitus image. In: Week of youth science. Collection of scientific conference. P. 382-386 (In Rus.).
Seabrook J. (2015). Nobrow. Culture of marketing. Marketing of culture. Moscow: Ad Marginem Press (In Rus.).
Tuchkov V.Y., Shelley L. (2010). Ogilvy & Mather: what is total branding and how to build a marketing campaign on off-system elements. CEO. No. 7/8 (In Rus.).
Sharkov F.I., Sedov O.A. (2017). Promotion of the brand through new information and communication technologies (on the example of Russian airlines). Communicology. Vol.5. No. 6. P. 86-101 (In Rus.).
Drewniany B.L., Jewler A.J. (2007). Creative Strategy in Advertising. Wadsworth Publishing. Nudd T. (2004). Give Those Icons a Rest. Adweek Eastern Edition. No. 30.
Wells W., Moriarty S., Burnett J. (2007). Advertising Principles and Practice. 6th ed. PHI.
