The Effects Of Public Service Advertisement On The Small And Medium-sized Enterprise Image And Credibility

With the continuous development of market economy, Competition betweenenterprises is increasingly fierce. In order to improve competitiveness, More and morecompanies are choosing to use public service advertising(PSA) to promote thecorporate image and increase the popularity, which let the consumer not only besatisfied with friendly image, but feel the corporate values. Relative to the limitednumber but strong financial strength of large enterprises, There is a number of smalland medium-sized enterprises(SMEs) in the market, there is an important study onwhether SMEs shall be necessary to participate in PSA for competitiveness. Thisthesis thinks: Although the SMEs on a smaller scale have imperfect internalorganization, unsound rules and regulations, low level of technology, large enterprisesare developed from SMEs. So SMEs participating in the PSA can improve popularity,increase competitiveness furthest and stand out from the numerous SMEs.The reason that PSA can improve the corporate image and popularity: Marketcompetition has produced more and more products and brands. Under the asymmetricinformation, most consumers will only follow high-profile enterprises or brands, PSAcan mould corporate image, enhance popularity and help consumers to understandenterprise culture and values, so the consumers have a good impression of theenterprise because the enterprise focusing on charity can produce high-grade goods.SMEs by funding constraints could realize the benefit maximization dependingon the rational allocation of limited resourses; they should not only plan reasonably toimprove the financial position, but also absorb technology and management talents tolearn advanced technology and enhance enterprise core ability, and more establish theenterprise values to constraint employee behavior and arouse the enthusiasm ofemployees. PSA can shape corporate culture internally and promote corporate imageand popularity externally. So SMEs must not only solve many management problems,but also make rational development plans for PSA according to their owncharacteristics. Good corporate image and high brand popularity can be established bythe influence of PSA and shall be deeply rooted in the hearts of the consumers.