Interactive Study Of The Corporate Image And Public Service Ads

Great changes have happened in Chinese social and economic field since we joined WTO. The probation of China in WTO will expire soon. China will open more wide and our market economy will connect with world economy. Our companies must set up core competition force to gain advantageous place in business because the traditional competition can not satisfy enterprise's new developments. Shaping and upgrading enterprise's image become a key measure to make it. The effect of public ad shaping and broadcasting CI has been well known among most companies. The public ad plays more and more vital role in company's marketing strategy .On other hand, our enterprises have made great progress in public ad development but they are marked with plan economy character. Now Chinese public ads do not form sustainable and stable operation model and scale. Policy, fund and management issues become bottleneck of its growing. In occidental countries the enterprise took active parts in public ad. Based on foreign experience Chinese public ad developments also need supports from company. At the same time, we found some companies take part in public and commonweal with strong commercial intention. These companies put emphasis on their economic interest and neglect their social responsibilities. So interaction between company and public ad is not only at the level of practice but also mind and conception .That is to say: the enterprises shape social responsibility mind via public ad and public ad market operation ideas via enterprise. This article will put emphasis on researching fine interaction between company and public ad to get theory guiding our company to polish public ad. It will make them penetrate each other to develop together rather than exclusion. At last the developments of physical and spiritual civilization keep balance properly.