Chapter Two

15 important questions on Chapter Two

The corporate image measurement model indicates which aspects should ideally have a place in the analysus and consists of...

1. Primary impression, familiarity
2. Perception, preference
3. Position

When the image is worse than the identity of the organisation:

Opportunities are missed, because it scores less in the market than could be expected

When image is better than the identity of the organisation:

The organisation is in danger of failing
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STIP model of preconditions:

1. Structure
2. Transition
3. Integration
4. Policy

'Soll' identity (Birgit, Stadler & Funck) =

Desired identity

Anyone having a too rosy self-image...

...does not see the need for change

Anyone having a too pessimistic self-image...

...is skeptical towards change

In what respect is concern comm. concerned with image formation?

In concern comm. the corporate image is involved and parts of it. The image of products and serves is given atttention to in marketing communication

What influence does the corporate image have?

It is the climate against whose background various decisions are taken, butthe influence of the specific typeof behaviour is limited

What are the elements of the measuring model of the corporate image?

1. Primary impression, familiarity/awareness
2. Perception and preference
3. Position

Why do communication staff often belong the 'boundary spanners'?

Communication workers usually maintain contacts with people outside the organisation or with other organisations

For what reason is the Delphi method sometimes applie in issue management?

Issue management concerns following trends and unertaking activities. In order to get future developments into perspective, experts are used in the Delphi method

At what target group are public affairs aimed?

Public affairs is strategic policy making vis a vis public authorities, politics, interest and pressure groups

Two examples of journalistic codes:

1. Under embargo
2. Off-the-record

In what way does sponsoring influence image formation?

The image of the sponsoring party is linked the sponsored party

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