Public Service Advertising, Corporate Advertising, Advocacy Advertising

Public Service Advertising

Public service advertisement is a type of marketing that is circulated in the market without any cost and is for the public welfare. These are designed and broadcast for the societal improvements and for collective wellbeing of community as a whole. Also these are broadcast by the mass media to let the general public know and inform about the social matters. Along with the attraction the public service advertisement always have some specific purpose behind its agenda. Public service advertisement evolved after the First World War and instead of making money, it is for covering some specific agenda and to resolve some societal problem in a disguised form.

It is to change the behavioral aspect of community as a whole rather than to make giant sales. The approach that is used by such types of advertisement is to make such action plans, which forces people to think about various societal issues. These plans are design in such a way that they inspire people and motivate them to think about those issues that may be environmental, health or human rights. Ads made by the non-profit organizations for the people’s sake. They accommodate the issues that are in public interest rather than their own, such as the advertisement for the donation for blind people by LBRT to remove the shadow of darkness from their memories and to brighten up their lives.

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
• Donationfor hospitals
• Sexual abuse
• Environmental issues
• Go green
• Drive safely

Corporate Advertising

Corporate advertising is the advertising done for an entire institution/ company/ organization and not for individual brands or products. This kind of activity is an extension of the Public Relations (PR) activity done by the company to improve its image in the minds of the general public and increase its goodwill which is an extremely important intangible asset.

Instead of advertising for its individual brands and products, the corporate advertises to build its own image. We know many companies across the globe which have numerous brands under them. HUL, P&G, Volkswagen, General motors are some examples. All of these companies also take part in corporate branding, wherein instead of branding only one particular product or brand, they brand the corporate itself.

These companies invest in improving the overall perception of the company itself. They want to prove that the company is ethical and all its brands and products are secondary. The primary focus for these companies are their customers, which is what they try to prove through corporate advertising.

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:

1. Creating a positive brand image of the firm
2. Explain a view point to the public and to take a stand during controversial times
3. Engage and enhance employee morale
4. Maintain good relations with labour unions
5. 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.