Institutional Communication

The institutional communication constitutes a parade to continue to sell, in spite of aggravation related to advertizing saturation . This form of communication passes above all by except media .

A dissimulated communication, solution with advertizing saturation

Report of an advertizing saturation

The best proof of the proliferation of publicity except media, remains the regular increase in the budgets which is devoted to him: The expenditure out-media of the advertizing market represented 20.870 billion euros in 2005, that is to say 65% of the global market (Media and Out-media), in progression of 2.3% compared to 2004 and more than 40% compared to 1995.

Each one of us is subjected on average to 1000 commercial messages per week. The number of television commercials was multiplied by 20 between 1977 and 2004. This saturation of traditional ad space induced the shape of increasing immunity of the public with regard to the advertizing, person in charge in particular of the effect “zapping” during projection of television commercials. This disaffection supports the hidden out-media and its commercial messages.

The French law Evin of 1992, prohibited the promotion and the direct or indirect publicity of alcohol and the tobacco. Even it except media is not saved… in theory.

For a few years the evenings in discotheques, the road shows and the musical demonstrations discreetly initiated by more the famous brands have multiplied. The goal? To establish a “relation between proximity” and the consumer (young person, generally).

All the commercial sectors have very complete databases for a long time allowing campaigns marketing and except media of a high degree of accuracy. For the moment the stepping of these bases between them (increased effectiveness) is not authorized.

The future geographical location of the consumer by the means of his mobile phone will dope the advertizing exchanges. Presented before just like a service to the consumer (where to find a museum?) enormous masked publicity appropriatenesses appear (want addresses it to you of a good restoring meadows of on your premise?)

Objective of the communication out-media

The basic principle of operation of the communication out-media is to generate a kind of artistic vagueness, by dissimulating its advertizing nature.

The fashions, the patterns spending and even the cultures are clearly worked with a mercantile aim. The festivals, cements of the companies, become business transactions and most recent were even created especially to this end: Beer of Spring, Festival of the grandmothers, the secretaries…

How does the institutional communication function concretely?

To communicate on the subjects which interest the opinion

Considered to be serious and legitimates, the Communication corporate is often the occasion to preach certain seldom objective messages. One directly does not sell the products, but the institution, the values of the company.

Ex: The communication of the group Leclerc around the introduction of the bags of case which can be recycled.

To weave bonds of proximity with the consumer

Living rooms and the fairs have as a goal to develop and fidéliser the customers, to present the produtis and services, to know the competitors and to reinforce the image of the company.

editorial obliging the : They are generous comments of a journalist on a new product in a heading “innovation”, with a publicity of this same product hardly some pages further. These forms of communication are often presented like a beneficial means to better describe the characteristics of a product, compared to a traditional publicity (limited in text)

Current evolution: More and more, the headings of innovations in the magazines become true publi-headings paid directly by the advertiser.

EX: In the magazine current Woman , one sees an article on the benefits of salad. Some pages further, one finds a publicity for the mark Florette .

the partnership of public agencies or private : These “associations with organizations or official institutes prestigious are generally disguised financial aids: Counterpart being the more or less discrete presence of the company or its products at the time of the edition of documents of presentations of work, civil education (booklet, catalogs etc…)

Ex: I Nstitut Pasteur with published a booklet with great diffusion on domestic hygiene. The topic is the total eradication of all the harmful micro-organisms for health. On last page, a publicity for the detergent detergents is/antibactériens of the mark Ariel, pertaining to the multinational Procter & Gamble, signatory of a partnership with the famous institute in 1999.

event-driven public relations : It is a question here of organizing a ludic and/or festive event. This sector is in continuous increase. IT can be addressed as well to prescribers, leaders of opinions (journalists…) that with the general public. The communication by the event has multiple virtues: It joins together, federates, gets emotions to make pass from the messages in the joy and good mood (out of the store)

It there has some time, the mark Fructis Style, of the laboratories Garnier, had organized a round of summer when 6 hairdressers furrowed 29 cities in an advertizing bus, to receive young people and to cap them free in front of the public. The goal: To create a emblematic mark near the 15-25 years and to give them desire for being capped. 600.000 samples were distributed.

To incarnate the marks in the public places: The mark must henceforth transmit and materialize its values. But that one is not mistaken there. The true goal is double: To make forget the drudgery of the races and incite the consumer to spend “without pain” and without it not appearing to with it. These techniques are enf has a sophisticated version of the principle of purchase of impulse: The supermarkets become places of pleasure, of search for new experiments.

EX: Citadium is a mégastore of article of sport open in November 2000 to Paris. All is conceived here to put in scene the marks and to make dream the consumer (80 screens vidéos etc…) For its founders, the distribution passes today by L `image and marketing, not by the price.

magazines of consumers :

They undoubtedly represent the chief of work " furtif" more succeeded: The company creates its own magazine. The only difference lies in their credibility: Can one give not involved councils Sr a product and sell it discreetly? Cete question is all the more alarming as their commercial nature is not always clearly posted and that some are even sold in kiosk like “truths magazines”

Sponsorship : Financial support and/or material brought by a company silent partner (sponsor) with an individual (a sportsman for example) or with an event (compétions…)

Objectives: To develop the brand image and notoriety by associating the mark with a success, a sporting exploit, to prove the quality of the products, to justify and animate the network of sale, the employees.

Patronage : Financial support and material brought by a silent partner with a demonstration, an association, a foundation having for object the development of works or organizations of general interest being humane, sporting. The latter contributing to the development of the artistic inheritance, to the defense of natural environment, the dissemination of the culture and the French scientific knowledge (law of the 7/23/1987)

Objectives: To show the insertion of the company in its social environment and economic. Attract sympathy.

Ex: Engagement of Danone in the fight against the Obesity in Canada, in Spain (spots of information on television)

With regard to the patronage, beyond of an operation of public service (deductible to a large extent from the taxes) the goal remains well to develop strategic communications tools developing the image citizen of the company with more or less long run.

An investigation of the Union of the advertisers (UDA) reveals that the latter regard sponsoring and the patronage as investments with whole share, which one must be able to measure the return.

To give the illusion to be detached from the commercial subject

viral marketing : Also called “Buzz” (marketing of the rumor) the principle is simple: It is a question of drawing the attention of the consumer to make of him an agent of communication of the message… without its knowledge. Ex: Wazaaaa of Budweiser (beer Mark)

This technique is used much in the promotional film campaigns. Internet is a formidable means of expression of the buzz (blogs…)

the marketing of the early-adopters : Consist in locating a prescriber (leader, editor, journalist, young star of the show business, impassioned of data processing in the forums of the Net…) and to incite it to take an active part in the communication of the product or the company. It is of the leaders of opinion.

tribal marketing : That is addressed to the young teenagers: He speaks their language and aims their tribe. He does not aim only to better including/understanding the young people of today, but also to circumvent their increasing indifference for publicity. The goal is to create a Community spirit, centered around values of mark…

Sources

Union of the advertisers
Given quantified
Magazine of the communication of crisis and significant

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