Diploma Advertising and corporate culture
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Introduction 4
Chapter 1. Theoretical peculiarities of corporate culture and the formation of a positive image of the organization through advertising 6
eleven. The concept, types, structure and role of corporate culture in the organization 6
1.2.Firmennaya philosophy as the foundation of corporate culture 28
13. Corporate advertising as the main communication development company image 33
1.4.Vnedrenie advertising policy in the corporate culture 46
CHAPTER 2. METHODOLOGICAL FEATURES CORPORATE CULTURE DIAGNOSTICS and promotional tools, as the main composes THE FORMATION OF POSITIVE IMAGE OF 50
2.1. Diagnostics of corporate culture as the basis for its management 50
2.2. Evaluation of print advertising as an element of the image of the company and its corporate culture of compliance 65
2.3. Advertising as a carrier of corporate culture and as a tool for the formation of a positive image of 66
CHAPTER 3. IMPROVING CORPORATE CULTURE THROUGH print advertising 75
3.1. Feature NPO "Mir" 75
3.2. Diagnosis and assessment of the corporate culture of the NGO "Peace" 83
3.3. The analysis of image structures NGO "WORLD 92
3.4. Analysis of advertising policy as an element of corporate culture 98
3.5. Optimization of the corporate culture by formalizing advertising policy 103
Conclusion 107
References 110
Applications 110
Chapter 1. Theoretical peculiarities of corporate culture and the formation of a positive image of the organization through advertising 6
eleven. The concept, types, structure and role of corporate culture in the organization 6
1.2.Firmennaya philosophy as the foundation of corporate culture 28
13. Corporate advertising as the main communication development company image 33
1.4.Vnedrenie advertising policy in the corporate culture 46
CHAPTER 2. METHODOLOGICAL FEATURES CORPORATE CULTURE DIAGNOSTICS and promotional tools, as the main composes THE FORMATION OF POSITIVE IMAGE OF 50
2.1. Diagnostics of corporate culture as the basis for its management 50
2.2. Evaluation of print advertising as an element of the image of the company and its corporate culture of compliance 65
2.3. Advertising as a carrier of corporate culture and as a tool for the formation of a positive image of 66
CHAPTER 3. IMPROVING CORPORATE CULTURE THROUGH print advertising 75
3.1. Feature NPO "Mir" 75
3.2. Diagnosis and assessment of the corporate culture of the NGO "Peace" 83
3.3. The analysis of image structures NGO "WORLD 92
3.4. Analysis of advertising policy as an element of corporate culture 98
3.5. Optimization of the corporate culture by formalizing advertising policy 103
Conclusion 107
References 110
Applications 110
The structure of the thesis consists of three chapters. In the first chapter The theoretical features of the corporate culture and characteristics of the formation of a positive image through print advertising. The second chapter presents methodological features of the corporate culture of diagnosis and analysis of print advertising. In the third chapter, on the basis of theoretical and methodological analysis of heads of corporate culture NPO "Mir" and print advertising, which is defined by the image of the company. Recommendations to improve the corporate culture in the organization NPO "Mir" and develop new advertising models.
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