By Steven Howard
Company picture administration is a finished, useful advent to 1 of the main effective advertising and administration instruments on hand for using senior executives. innovative company leaders probably want to use this new self-discipline to force their corporations in state-of-the-art more and more aggressive markets. the company picture communicates the organization's venture, the professionalism of its management, the calibre of its staff, and its roles in the advertising and marketing atmosphere or political panorama. traditionally, considering and writing in regards to the topic has come from the world of picture layout. This strategy not matches the worldwide, dynamic, cross-border and cross-cultural global within which lots of cutting-edge companies and agencies compete.Corporate photo administration describes the self-discipline in an effort to be a key to profitable advertising good into the following century.Steven Howard, who has over 18 years' senior advertising and marketing event within the Asia/Pacific quarter, illustrates the idea that of company photograph administration with case tales from Singapore airways, credit card foreign, Amazon.com, the nationwide Basketball organization, Britain's Royal relatives, etc. Treats company snapshot thoroughly as a advertising self-discipline, now not a layout issueCorporate photo is a serious portion of courting excellenceCan be used for enforcing strategic swap inside of any association
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Extra resources for Corporate Image Management: A Marketing Discipline for the 21st Century
Business magazines are often read by reporters who use them as a means of keeping up on news and trends. "One of the reasons people read Advertising Age," says Rance Crain, "is as an early warning system to find out about trends that the general press might not cover for months and months. We're focused on our businesses, and we're talking to people in our businesses all the time, so that we spot things that are going on way before the general press does. Now, the general press isn't stupidthey Page 12 read the trade press very thoroughly.
A. � 1997 by NTC Publishing Group. All rights reserved. No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of NTC Publishing Group. Manufactured in the United States of America. 6 7 8 9 0 QB 9 8 7 6 5 4 3 2 1 Page v Table of Contents Introduction vii Chapter OneWhat Is the Specialized Business Press? 1 The Business Press Goes to War 1 The Industry 14 Chapter TwoThe Art of Targeting 19 The Essence of Publishing 19 Niche 26 Chapter ThreeIdentity: Architecture and Mix 39 The Elements of Editorial Identity 39 Architecture 40 Mix 51 Writing the Targeted Story 54 Chapter FourSources 63 Four Types of Sources 63 The Pyramid Approach 67 Finding Expert Sources 72 Where to Look for Expert Sources 74 Finding Example Sources 84 Chapter FiveInterviewing I: Asking the Right Question 87 The Only Wheel in Town 87 Different Sources, Different Information 91 Probing 93 Modes of Interviewing 96 Chapter SixInterviewing II: Question Grids, Resistance, Special Techniques 105 Developing a Question Grid 105 Cycling Sources 108 Why Sources Talk (and Don't) 110 The Q&A Interview 115 Chapter SevenStory Structure 121 Chunk-and-Chapter Construction 121 From Reader Needs to Story Structure 125 Case Study: Developing a Story Structure 126 Page vi Chapter EightStyle 137 Reader Needs and Business-Magazine Style 137 Signposting 139 Emphasis 145 Checking Your Prose 150 Writing the Reader's Language 152 Chapter NineHeadlining: The Title-and-Deck Approach 167 The Functions of Headlines 167 The Functions of Display Type 171 Title-and-Deck Style 173 Chapter TenBuilding a Powerful Page 185 Secondary Display Type 185 Thinking Graphically 194 Tips for Story Presentation 197 Chapter ElevenResearch Tools 201 Reference Works 201 Books on Conducting Business Research 202 General Directories 204 Specialized Sources 204 Electronic Research 213 Chapter TwelveProfessionalism 221 Advertiser Pressure, Reader Pressure 221 Building the Case for Integrity 228 Index 231 Page vii Introduction The nation's specialized business magazinesmore than 5,000 of them, with new titles being launched almost every weekare a vital element of the American system of gathering and disseminating information.
Many professional magazines, especially in the medical field, will include juried reports of original research as well as staff-written material. Many business magazines include directoriesoften as annual special issues, but also as part of the monthly content of the magazine. And directories often contain advertising or even some editorial content to make them more attractive or useful to readers. Overlap is especially strong in one area: Many business magazines are similar in style and function to highly specialized consumer magazines.