Corporate reputation

Question 1

Objectives of corporate advertising

Answer 1

Promote firm overall 1. Positive image for firm 2. Organization‘s views on social, business and environmental issues

Question 2

Types of advertising

Answer 2

1. Image 2. Event sponsorship 3. Advocacy 4. Cause-related (fundraising event)

Question 3

Image advertising

Answer 3

Devoted to promoting the organization‘s overall image

Question 4

Event sponsorships

Answer 4

An excellent platform from which to build
equity and gain affinity with target audiences as well as a good public relations tool

Question 5

Advocacy advertising

Answer 5

Addresses social, business or environmental issues. Adopting a position instead of promoting the organization itself

Question 6

Benefits of CSR

Answer 6

> Relationships
Attracting, retaining, maintaining workforce
Good reputation
Access to funding opportunities
Enhancing your influence in the industry
Differentiation
SAving on operating costs
Increase in customer retention

Question 7

Effectiveness of corp. advertising

Answer 7

> Brand Health Survey
Studies relating corp. advertising and stock price
Focus group research

Question 8

Corp. communication I

Answer 8

Activities involved in managing and orchestrating all internal and external communication aimed at creating favourable
starting points with stakeholders on which the company depends. License to operate

Question 9

Corp. comm II

Answer 9

Establishing and maintaining favourable reputation
with stakeholder groups upon which the organization is dependent

Question 10

Stakeholder

Answer 10

Any group or individual who can affect or is affected by the achievement of the organization’s objectives

Question 11

Crisis communication: things to consider

Answer 11

• Spokesperson and his/her response
• Proactive actions beforehand
• Escalating it within customers and stakeholders before it hits the
  media
• Responsive social media actions