Publicity & Corporate Identity

ICT IGCSE

Objectives Understand the use,

advantages and disadvantages of ICT applications for publicity and corporate image publications: business cards letterheads flyers brochures etc

IntroductionMost businesses and organizations

spend literally thousands of dollars/millions of baht per year on publicity materials, including Advertising on TV/Radio/Cinema Website creation and maintenance Business cards Brochures, flyers and posters

Why?

What is corporate image?

You have ten minutes to find out :What is meant by ‘corporate image’Why corporate image is important to a

companyWhat is corporate identity

What is the difference between corporate image and corporate identity?

Corporate image is… The mental picture that springs

up at the mention of a company's name.

a composite psychological impression that continually changes with the company's circumstances, media coverage, performance, pronouncements, etc.

the public perception of the company rather than a reflection of its actual state or position.

fluid and can change overnight from positive to negative to neutral.

Corporate identity is… the combination of

color schemes, designs, words, etc., that a company uses to make a visual statement about itself.

how a firm views itself, how it wants to be viewed by others, and how YOU recognize and remember it.

Corporate identity is…An 'out there' sensory-

experience conveyed by things such as buildings, décor, logo, name, slogan, stationery, uniforms.

largely unaffected by its financial performance / fortunes.

either strong or weak (not positive, negative, or neutral like a corporate image)

Corporate identity Businesses and

organizations usually develop a corporate 'identity' - an image that they use for all documents, websites, etc.

Every communication the business or organisation has with the public, or with other organisations, will use the corporate identity. This makes the organisation or business very recognisable.

Corporate identityA logo to be used on

documents, e-mails, website, etc.

Set of colours / themes Set of fonts to be used for

all documents A jingle (short tune) for

TV / radio advertising A mascot / character to

represent the organization

Business Cards Business cards are used by

people who want to give their contact details to someone else.

A business card has a person's name, telephone number, e-mail address, etc. pre-printed on it so nothing needs to be written down.

Business cards use the logo / font / color / style of the corporate identity so that the person receiving the card recognizes it immediately.

Business Cards Small & cheap to produce Nothing needs to be written

down Very quick for swapping

contact details Instantly recognizable Many designs & styles

available Too small to hold other

information Easy to lose – so some

people use clothes pegs etc!

Letterheads A letterhead is a

header / footer used for printed documents such as letters.

Letterheads usually contain details such as the organization's name, address, telephone number, website, etc.

Letterheads 2Often

organizations will order boxes of paper with the letterhead pre-printed on it. This paper can then be used in printers, or for hand-written letters.

Letterheads 3

Letterheads use the logo / font / color / style of the corporate identity so that the person receiving the document recognizes it immediately.

Letterheads Instantly recognizable Contain all contact details

and logo etc Can be created in company

colors Save time when creating

letters Show that a letter is genuine Can be expensive to have

them professionally printed If phone number/ web

address/email /logo/color scheme change, all current stock need to be replaced

Flyers A flyer is a small, single

sheet, printed document used to advertise an event, a product or an idea.

Flyers are often handed out to the public to raise awareness of the event / product / idea.

Information such as date, time, location, contact details, etc. are placed on the flyer for people to refer to later.

Flyers 2 Flyers use the

logo / font / colour / style of the corporate identity so that the person receiving the document recognises it immediately.

Limited space, so information must be concise

Flyers Can be taken home and referred to

later Hold all relevant info, images, text Relatively cheap to produce Can target specific groups of people eg

people watching a particular movie

Limited space for information, so need to have contact details on

Litter – many people bin them/many are wasted

Need extra people to hand them out/can only target a relatively small section of population at a time

Brochures Printed brochures are designed and

produced to give details of an organization / product / event.

Brochures 2 Brochures

normally consist of several pages, combining text, images and other graphical elements. Glossy card may be used for brochure covers to give a more 'quality' feel.

Brochures 3Brochures use

the logo / font / color / style of the corporate identity so that the person receiving the document recognizes it immediately.

Brochures Usually glossy/high quality so make a

professional impression Much more detailed than flyers Can hold lots of

information/images/text etc Can be sent via mail/email (as pdf) Can be collected from a stand People can refer to them later/at home

etc Expensive to produce Not as portable as a flyer – can’t be

folded up! May need to be produced several times

per year to be current (eg for businesses reporting profits/schools reporting exam results etc)

Homework (in your books)

Make sure your notes are complete