Corporate Communication in Image Policy of an Advertising Agency: components and tools

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:

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

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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.

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