Publicity & Corporate Identity

1. Publicity & Corporate Identity ICT IGCSE

2. Objectives • Understand the use, advantages and disadvantages of ICT applications for publicity and corporate image publications: • business cards • letterheads • flyers • brochuresetc

3. Introduction • Most 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?

4. What is corporate image? You have ten minutes to find out : • What is meant by ‘corporate image’ • Why corporate image is important to a company • What is corporate identity • What is the difference between corporate image and corporate identity?

5. 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.

6. Corporate identity is… • the combination of colorschemes, designs, words, etc., that a companyuses to make a visual statement about itself. • how a firm views itself, how it wants to be viewed by others, and how YOUrecognize and remember it.

7. 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)

8. 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.

9. Corporate identity • A 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

10. 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.

11. 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! Business Cards

12. 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.

13. Letterheads 2 • Often 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.

14. Letterheads 3 • Letterheads use the logo / font / color / style of the corporate identity so that the person receiving the document recognizes it immediately.

15. 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 Letterheads

16. 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.

17. 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

18. 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 Flyers

19. Brochures • Printed brochures are designed and produced to give details of an organization / product / event.

20. 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.

21. Brochures 3 • Brochures use the logo / font / color / style of the corporate identity so that the person receiving the document recognizes it immediately.

22. 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) Brochures

23. Homework (in your books) • Make sure your notes are complete