Nurturing Sustainability, Ethics and CSR in Corporate Communication: Through Regulatory Role of ASCI - An Analytical Study

2015 ◽  
Vol 8 (2) ◽  
Author(s):  
Ms. Simple Arora ◽  
Pranav Rajput ◽  
Sagar Kapoor ◽  
Siddhant Jain
Keyword(s):  
Corporate Communication ◽  
Marketing Communication ◽  
Corporate Communications ◽  
Sustainability Ethics ◽  
Communication Policies ◽  
Advertising Content ◽  
The Relationship ◽  
Remarkable Progress ◽  
Game Changer

Ethics in business is a very important issue now, predominantly because of more and more scams getting exposed. Though, it is vital to understand in every province of management, the significance of ethics. The remarkable progress in the arena of market communications demands an investigation into consumers’ perception of ethics in corporate communications. There is a growing progress among academicians and professionals to study the relationship between ethics and sustainability and its impact on corporate communication. Indian Marketers and MNCs effective in India underway realized the significance of ethics and CSR in marketing communication and their role in the business which is capable of taking care of the society’s interest at the same time optimizing the profit of their organizations. This Paper while explaining the importance of ethics in marketing communication to put the businesses on sustainable path attempts to highlight the role played by ASCI (Advertising standard council of India), the self regulatory organisation for advertising content. This paper also gives some case studies which ensure the fact that companies whose marketing communication policies are not ethical are forced to withdraw their advertisement or have been asked to modify that by our regulatory authority of India ASCI (Advertising standard council of India).The lesson learnt from these cases is that ethics has to be nurtured in the marketing communication policies of the companies and is considered to be a sustainable strategy and game changer for Indian corporations.

Riflessioni critiche su esperienze e sperimentazioni italiane con l'etichetta di "pianificazione strategica"

2009 ◽  
pp. 123-146
Author(s):  
Francesco Gastaldi
Keyword(s):  
Urban Planning ◽  
Strategic Planning ◽  
Marketing Communication ◽  
City Marketing ◽  
Italian Experience ◽  
The Relationship

- This work focuses on benefits deriving from strategic planning especially due to the interaction between different subjects and different institutional levels. A particular attention is reserved to the important role of strategic planning in city marketing communication. The author suggests some critics about Italian strategic planning regarding actors involved, aims e results gained. Finally the attention is on the relationship between strategic planning and urban planning in the Italian experience.

Fake News in Corporate Communication

2018 ◽  
Vol 2 (1) ◽  
Author(s):  
Khristina Khristova ◽  
◽  
◽  
Keyword(s):  
Strategic Planning ◽  
Corporate Communication ◽  
Corporate Communications ◽  
Fake News ◽  
Corporate Policy ◽  
Social Transformations ◽  
The Impact ◽  
The Relationship

The paper examines the impact of fake news on the relationship between companies and their strategic audiences. The text is structured into two parts. The focus in the first part is on the structure of corporate communications and the model of successful corporate policy presented as a projection of the idea of the business of trust. The second part highlights the main aspects of the development of the cosmetic giant „L’Oreal”, which has preserved its image as a strong brand and an ethical company in the conditions of hypercompetitiveness and fake news. The study is based on Van Rieland Fombrun’s theory of corporate communications as a polyfunctional concept and on Kotler’s idea of market-oriented strategic planning, providing an advantage to firms in situations of risk and dynamic social transformations.

scholarly journals Relationship Between Integrated Marketing Communication and Brand Equity

2021 ◽  
Vol 5 (2) ◽  
Author(s):  
Nadia - Theodora
Keyword(s):  
Literature Review ◽  
Brand Equity ◽  
Direct Relationship ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
Simultaneous Application ◽  
The Relationship

This study will try to explain the relationship between the application of integrated marketing communication (IMC) and its influence to the establishment and development of brand equity and also will look at the role of each element of integrated marketing communication to brand equity. This article uses the literature review method by summarizing the result of various credible studies that highlight the relationship between IMC and brand equity. The result shows that there is a direct relationship between the simultaneous application of all elements of IMC to the formation of brand equity. But partially each element of IMC has its own impact on the formation of brand equity, depending on the context of the company, region, time, and target consumers.Keywords : Integrated Marketing Communication, Brand, Brand Equity, IMC

scholarly journals The role of physical metaphors for decision-making in integrated corporate communication

2018 ◽  
Vol 31 (1) ◽  
pp. 42-55
Author(s):  
Alfonso Siano ◽  
Agostino Vollero ◽  
Maddalena Della Volpe ◽  
Maria Giovanna Confetto ◽  
Pantea Foroudi ◽  
...  
Keyword(s):  
Decision Making ◽  
Stakeholder Management ◽  
Integrated Approach ◽  
Building Blocks ◽  
Corporate Communication ◽  
Theory And Practice ◽  
Corporate Communications ◽  
Sequential Decision ◽  
Content Type

Purpose The role of metaphors in information management has generally been acknowledged owing to their ability to convey immediately huge amounts of information and richness. Their role is more and more important in the current digital context of communication and marketing activities, as the decision speed and accuracy are crucial. The purpose of this study is, thus, to analyze physical metaphors as tools for making sequential decisions to achieve effective integrated corporate communication (ICC). Design/methodology/approach The paper draws on the critical analysis of literature on corporate communication and stakeholder management as building blocks for implementing an integrated approach to corporate communications. Findings A revision of two well-known physical metaphors in the communication literature (the “wheel” and “umbrella”) has been proposed. It is argued that integrated communication within corporate communications is more complex than in marketing communications, as it involves a greater variety of elements to coordinate and harmonize. The proposed physical metaphors suggest an effective sequential decision-making as they allow a clear distinction between different decision levels. Research limitations/implications The paper adds to the debate on the link between theory and practice of ICC. From a practical standpoint, the proposed metaphors as simple and concrete tools for handling complex information and ICC problems could aid novice practitioners and students of corporate communications courses. Originality/value The paper shows that while scholars have concurred that ICC is crucial for different type of organizations, the use of physical metaphors can be beneficial for the reality-based challenge of ICC.

Information Source Credibility and Job Seekers’ Intention to Apply: The Mediating Role of Brands

2018 ◽  
Vol 21 (3) ◽  
pp. 743-762
Author(s):  
Shiksha Gupta ◽  
Gordhan K. Saini
Keyword(s):  
Information Sources ◽  
Source Credibility ◽  
Corporate Communication ◽  
Corporate Brand ◽  
Customer Reviews ◽  
Mediating Role ◽  
Perceived Credibility ◽  
Employer Brand ◽  
The Relationship

In this article, we first examine the role of perceived credibility of three information sources—customer reviews, employee testimonials and corporate communication in influencing a job seeker’s intention to apply; second, we examine the mediating role of three brand application levels (i.e., product brand, employer brand and corporate brand) between the perceived credibility of information sources and a job seeker’s intention to apply. Using a standard questionnaire, data from 385 respondents were collected and analysed using structural equation modelling (SEM). The results show that for intention to apply, the perceived credibility of employee testimonials and corporate communication was higher than the perceived credibility of customer reviews. The employer brand ‘fully’ mediates the relationship between the perceived credibility of employee testimonials and intention to apply, while the corporate brand ‘partially’ mediates the relationship between the perceived credibility of corporate communication and intention to apply. Human resource (HR) managers may thereby use employee testimonials for attracting a greater number of applications, and such recruitment communications can be complemented by corporate communication for recruitment effectiveness. Organizations looking to improve their employer brand may focus on using employee testimonials and corporate communication as their principle branding activities. This study contributes to literature related to boundary spanning benefits of strong brands.

scholarly journals Consumer engagement behavior perspective in social media: Mediating role and impact on brand equity

2021 ◽  
Vol 8 (2) ◽  
pp. 160-170
Author(s):  
Ligita Zailskaite-Jakste ◽  
Inga Minelgaite
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Brand Loyalty ◽  
Marketing Communication ◽  
Consumer Engagement ◽  
Mediating Role ◽  
Engagement Behavior ◽  
The Relationship

This study analyzes marketing communication (MC) impact on brand equity (BE) in social media (SM) seeking to identify mediating role of consumer engagement behavior (CEB) between generated functional and hedonic content on brand equity (BE). The CEB is divided into three levels: consuming, contributing, and creating. A survey-based empirical study with 402 respondents was conducted in the Eastern Europe country Lithuania. The implemented five control variables disclosed new mediation tracks and the good fit of the model, with the main findings of the research being that CEB occurring via SM platforms mediates the relationship between marketing communication and BE.  These outcomes suggest that companies seeking to make an impact on BE through CEB in level creation, should develop company-created utilitarian content which may engage consumers, extending the reach of their content and helping to facilitate long-term brand loyalty. Keywords: marketing communication; consumer engagement behavior; social media; brand equity.  

Mass Media and Education

2020 ◽  
pp. 1-17
Author(s):  
İbrahim Sezgül
Keyword(s):  
Social Media ◽  
Mass Media ◽  
Mass Communication ◽  
Corporate Communication ◽  
The Internet ◽  
Media In Education ◽  
Main Mass ◽  
Positive Effects ◽  
The Relationship

This study mainly aims to analyze the relationship between mass media and education. The introduction part presents a brief explanation of what communication, mass communication, mass media television and radio, the internet, social media, and Whatsapp. In the second part, the use of those media tools in education and their effects on people's behaviors are discussed. In the following part, the relationship between mass media and education, the role of mass media in education, and also the educator, teacher, and administration roles are explained. Corporate communication in education and its importance are emphasized, and finally, negative and positive effects of main mass media on shaping behaviors of the target audience are discussed.

COVID-19 Pandemic as a Factor for the Paradigm Shift in International Communications. Book Review of ‘Pandémie médiatique. Com de crise/crise de com’ by S. Fouks

2021 ◽  
Vol 13 (1) ◽  
pp. 223-240
Author(s):  
T. Yu. Lebedeva ◽  
L. V. Minaeva ◽  
A. D. Krivonosov
Keyword(s):  
Paradigm Shift ◽  
Vice President ◽  
Practical Experience ◽  
Anthropogenic Factors ◽  
Corporate Communications ◽  
Wide Range ◽  
Ruling Elites ◽  
Communication Policies ◽  
Expert Community

The review examines a new book ‘Media pandemic. Crisis communication / communication crisis’ (‘Pandémie médiatique. Com de crise / crise de com’) by the executive vice-president of the Havas Group Stephan Fouks, which was published in the midst of the COVID-19 pandemic. Building on his rich and unique practical experience as a head of a large media organization, a consultant at international organizations and a presidential campaign manager, the author assesses the role of media communications in the context of the coronavirus outbreak. The book under review is addressed primarily to experts in International Relations. It covers a wide range of issues including the causes of the crisis, which led to a paradigm shift in international communications, and specifi cs of the communication policies in France and some other European states. The author concludes that these policies refl ect a general crisis of the ruling elites (political establishment). Here the author continues to further elaborate on the ideas of his previous book — ‘The New Elites: portrait of a generation that will ignore’ (‘Les Nouvelles Elites: portrait d’une génération 1ui s’ignore’).The author provides a critical analysis of the key elements of communication strategies during the COVID-19 pandemic, from the ruling elites to the expert community, and delineates methods and the role of international communication in the future. The reviewers emphasize that the monograph by Stefan Fouks goes beyond the traditional formats of communication studies, which tended to focus either on the various crises, or on the organization of media structures in diff erent states, public-private partnership, and corporate communications, and thus were too narrow in scope. In ‘Media-pandemic’ the author stresses multidimensional nature of international communications and argues that their paradigmatic shift was brought by both the development of digital technologies and anthropogenic factors in the form of the global COVID-19 pandemic.

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