Areas of charity and sponsorship

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Showing mercy
Providing support to social or other groups that the corporation is interested in. Image advertising focuses on the humanitarian values ​​that are inherent in the company, for example, selflessness, shown in caring for the weak. The buyer is pleased to contribute to a good cause by buying the advertised product. Therefore, choosing from a variety of trade offers, he will prefer yours.


improvement of the environmental situation (purchase and installation of wastewater treatment equipment, payment for scientific research, etc.);

solving problems of healthcare and specific pharmaceutical email lists medical and health institutions (purchasing medical equipment and drugs for hospitals, financing scientific research related to finding a cure for a particular disease, etc.);

support for the education system (financial assistance to schools and universities, allocation of funds for the implementation of certain educational projects and the awarding of scholarships to winners);

scientific research activities (financing research of great social significance, rewarding outstanding scientists);

providing assistance to socially vulnerable groups of the population (assistance to large families, orphanages and nursing homes, low-income pensioners, etc.);

municipal needs (assistance in solving local government problems, city needs).

Image advertising, which traces moral and social motives, tells consumers about the company’s integrity and calls them to fairness.

Often, advertising texts contain a reminder of the need to solve long-standing social problems (environmental protection and law and order, assistance to the disadvantaged, etc.).

Aimed at financiers
Informing about financial achievements or new projects, results of competitive struggle, relations with shareholders.

The value of a company is formed by two factors: the selling price and market expectations. Many managers have seen that the public perception of these factors depends largely on marketers and the most important shareholders.

Often, closed briefings are organized to manage analysts' expectations. To form a positive attitude among shareholders, annual reports are issued, consisting of "cleaned" accounting information, an embellished description of reality, a logical explanation for the lack of efficiency in the past period, and optimistic forecasts for future activities.

Designed for employees
Informing about achievements and expressing gratitude, announcements of vacancies.

The peculiarity of image advertising is that it can be aimed not only at consumers, but also at the company's employees, if the organization is working on forming a positive image, so to speak, internally.

In this case, the concept is based on the company's own values ​​and policies, its capabilities, corporate culture and obligations to the audience. This is a good opportunity to present yourself in the best possible light: unique, responsible, decent and reliable. Many people consider these qualities to be truly valuable and possess them, so the image created on this basis can turn into a corporate reputation.

Types of image advertising

Source: RomarioIen / shutterstock.com

To create a company image among employees, it is necessary to pay special attention to the following factors: