Public Service Advertising, Corporate Advertising, Advocacy Advertising

Public Service Advertising, Corporate Advertising, Advocacy Advertising

Public Service Advertising

Public service advertising is a kind of marketing that circulates in the market for free and promotes the general good. These are created and disseminated for social advancements and the general welfare of the community. Additionally, they are aired by the media to enlighten and educate the public about social issues. Public service announcements usually have a particular goal in mind in addition to their appeal. After the First World War, public service advertising developed, and now, rather of being used to generate revenue, it is used to cover a certain agenda and subtly address social issues.

Instead of making huge sales, the goal is to alter the community’s overall behavioural component. Making such action plans is the strategy used by these sorts of advertising, which compels viewers to consider a range of social concerns. These plans are created in a manner that inspires and motivates individuals to consider many concerns, such as those related to the environment, their health, or their human rights. ads created by nonprofit organisations for the benefit of the public. They make accommodations for concerns that serve the public interest rather than their own, as shown in the advertising for LBRT’s gift to help blind people so they may live brighter lives and erase the shadow of darkness from their memories.

Purpose of Public Service Advertisement

Public service advertisements involve the collective interest of a community and are concerned to spread the awareness for a purpose that is broadcast without any charge by the government for the promotion of some state programs or other social agendas. These kind of advertisements can be broadcast by using any media source such as print, electronic (television or by sending mail) or billboards. These ads can be made on air in any form to stimulate the minds of general public.

Structure of PSA

The public service messages are economical and inexpensive, but the procedures and instructions for such kind of campaigns are the same as for paid media. But the target of such kind of ads is the whole community, so you have to maintain the reliability of the ad. For launching PSA you have to consider:

1. For employing such kind of ads first make brief analysis of your message to deliver whether it is in the benefits of the overall society. You are not making it to sell any of your product and not for maintaining the name and goodwill of your organization, but rather to educate the people. So the first step is to decide the message in brief way that you want to communicate for response.
2. Then decide which advertising mode will be more beneficial in public interest to deliver the message and with the help of which broadcasting medium it will show significant result. Try to portray the message in an informative way that will enlighten the society in the long run.
3. Now is the time to select your target audience whom you want to approach, whether that is for the awareness of whole community or for some specific audience that you want to approach on the basis of different segmentation like age, gender race or some other. This target market approach will help you to retain your energy both in form of time and money. Along with being economical it will also directly hit the minds of the targeted audience efficiently and in an effective way.
4. The 4^th step is to determine the budget. The main question is that what budget is allocated by the state/government or non-profit organization for that specific campaign. Being economical and including any influential personality will it improve the effectiveness of the message?
5. Determine the tool and technique with the help of which you want to communicate and reach your target audience. Analyze that which medium will be the most beneficial and cost effective.
6. Because of huge competition in media, before starting any PSA campaign meet higher authority, public service advertisement representatives and directors to come to know their  attention level for that particular issue so that you may not waste your time and resources. Due to tough competition not every PSA get time and space to be broadcasted.  Convince them about the importance of the agenda or choose some other tool to launch.

Public Service Advertising Examples

Instead of being boring kinds of ads, make them interested and eye catching, so that they can lead the minds of the overall society and can bring a change by educating the society. The area that can be covered under such campaigns include:

• Voting right
• Quit smoking
• Child abuse
• Donation for hospitals
• Sexual abuse
• Environmental issues
• Go green
• Drive safely

Corporate Advertising

Advertising that is done for a whole business, organisation, or institution as opposed to a specific brand or product is referred to as corporate advertising. This kind of action is an extension of the Public Relations (PR) work that the firm does to enhance its reputation and build its goodwill, an incredibly valuable intangible asset.

The business promotes to create its own image rather than promoting its own brands and goods. We are familiar with various global businesses that are home to multiple brands. Examples include HUL, P&G, Volkswagen, and General Motors. All of these businesses also engage in corporate branding, which entails branding the company as a whole as opposed to just one specific brand or product.

These businesses make investments to enhance how the public perceives them as a whole. They seek to demonstrate the company’s morality and the value of all of its brands and goods. These businesses aim to demonstrate via corporate advertising that their clients are their main priority.

The main objective of corporate advertising is to improve the image of the company and make it a more desirable workplace at times and also a desirable corporation to buy from.

• The objectives of corporate marketing:
• Creating a positive brand image of the firm

• Explain a view point to the public and to take a stand during controversial times
• Engage and enhance employee morale
• Maintain good relations with labour unions
• Establish company identity and macro level positioning of the brand

Advocacy Advertising

Advocacy Marketing is a form of marketing that emphasizes getting existing customers to talk about the company and its products. More than 80% of shoppers research online before buying, and having people publicly advocating for the product gives these researchers something to find and study.

These simple strategies can help any company encourage advocacy (and improve their business at the same time).

• Be Consistent: The company should strive to be as consistent as possible in all of its dealings. Customer support should answer questions within a set period of time. Products should be shipped within a certain number of days. The website should be available as much as possible. When customers know they can rely on a company to do things in a certain way, they’re more likely to advocate for it customers don’t want to suggest things they believe other people won’t like.
• Offer an Outstanding Experience: Customers make purchases and expect to get a certain degree of value from that purchase and they ultimately judge companies by how well the product they get matches their expectations. By making them feel like they received more than they paid for, it’s possible to create a better experience for the customer and satisfied customers are inherently more likely to advocate for the company in the future.
• Build a Brand Narrative: Customers rarely advocate for companies they’ve forgotten. A strong brand narrative can help the customer remember who the company is and how it helped them and making customers a part of the narrative encourages them to show loyalty to the brand.