试议公益广告与企业形象力的提升(论文正文).docVIP

试议公益广告与企业形象力的提升 摘要 广告是广告主以付费的方式，通过公共媒介对其商品或劳务进行宣传，藉以向消费者有计划地传递信息，影响人们对所广告的商品或劳务的态度，进而诱发其行动而使广告主得到利益的活动。随着科技的进步，当今社会已迈进了信息高度膨胀，公众注意力分化的E时代了。整个社会的信息量越来越复杂。相对于众多的信息，公众的注意力显然无法顾及。所以，在企业的日常生产经营中，广告作为一种营销手段，其作用越来越受到企业的重视，它与企业营销活动的联系变得更为紧密。特别是现今公益广告作为商业广告的一种补充正被企业在营销活动中得以运用，面对这一社会现象我们有必要提升到一个新的理论高度，用实践的眼光进行探讨。本论文便是主要围绕现代广告与营销的联系，以及两者的有机整合，利用马斯洛需求层次理论和企业CIS理论，对消费者的心理需求进行分析。并展开小型的市场调查，联系企业投身公益广告提高企业形象和社会影响力,从而了解社会对公益性广告的需求程度，以及企业利用公益性广告来提高自身的知名度和美誉度的可行性。 关键词: 公益广告，马斯洛需求层次理论，企业形象CIS理论, 企业形象力 Abstract Advertisement is a compaign by the advertisers pay a sum of money to propagandize theirs products or service, pass the messages to customers in plan, change the customer’s attitude to the products or service, tempt them to purchase. With the development of science and technology, information has become expanded now, and people’s attention has detracted too. The information volume has become more and more complex in today society. The public’s attention cannot be focused. So, the role of advertisements in company management has been regarded, the relation of advertisements and company’s marketing close. In particular, the commonweal advertisements has been wisely used in company business. It is necessary for us to study this society phenomena. This thesis will use the theory of Maslow to analyse the customers mentality, the relation of the advertisements and marketing. It also will make a market survey to know the company’s demand to commonweal advertisements,and the possibility of using it to improve company’s famous and reputation. KEYWORDS: Commonweal Advertisement, Maslows Hierarchy of Needs, Corporate indentity system theory, Corporate indentity  目录 1.广告宣传与企业营销………………………………………………………(1) 1.1 现代广告的发展 ……………………………………………………………(1) 1.2 现代营销的发展 ……………………………………………………………(1) 1.3 广告宣传与企业市场营销 …………………………………………………(2) 1.4 公益广告在企业营销中崭露头角 …………………………………………(2) 2．公益广告与企业形象力的提升 ………………………………………(4) 2.1 公益广告的定义及历史追溯 ………………………………………………(4) 2.2 公益广告在企业营销中的地位和社会作用 ………………………………(5) 2.3 公益广告在企业营销中的运用 …………