【Practical training project 2】

   【Mission Objectives】

   To help students master the way of brand communication in practice

  【Task content】   

（1）48 students in the class, and freely divided into groups of 6.

（2）The panelists master the way of brand communication in practice.

【Task requirements】   

（1）The training will be conducted by the instructor.

（2）48 students in the class, and freely divided into groups of 6.

（3）The panelists discussed the traditional ways of brand communication, the new ways of brand communication, and the content of brand communication

（4）Each group will have one student responsible for recording and summarizing.

（5）At the end of the activity, each group was asked to select a representative to report on the discussion in class.

（7）The preparation time is 10 minutes.

  【Task organization】

   表5－3 The way of brand communication is trained in the task organization table

【Task evaluation】

         表5－4 Brand communication approach training task evaluation form

 "New flying" love water cellar Yan 'an foundation

According to China Commercial Telecommunications May 18, 2005 news, recently, Xinfei Electric donated to build the "earth love - mother water cellar" the first project groundbreaking ceremony was held in the revolutionary holy land of Yan 'an, Xinfei will donate no less than 1 million yuan through the charity sale within a year, in Shaanxi, Sichuan, Yunnan, Hebei four provinces to build more than 1000 eyes water cellar, Improving water conditions in the central and western regions.

In some parts of northwest China, water for people and livestock almost all rely on rainwater storage, and the containers built underground for rainwater storage are called water cellars. Because there is not enough money to harden the concrete inside such water cellars, leaks can quickly appear. In order to help local people, especially women, quickly get rid of poverty caused by severe water shortage, the China Women's Development Foundation began to implement the "Love of the Earth - Mother's Water Cellar" project in 2001, collecting donations from the community to build a concrete water cellar.

 At the end of 2004, after learning that the China Women's Development Foundation is building water cellars for the west, Xinfei decided to donate 1 million love donations within a year, to this end, Xinfei Electrical appliances from January 1 this year launched a charity sale, as long as the purchase of Xinfei designated products, Xinfei will donate 10 yuan in the name of customers for the construction of water cellars in the water shortage area.

Enterprises exist in the society, and their lives are more connected to the society. An enterprise that does not know how to actively contribute to the society is impossible to have long-term vitality. "Ford", "Microsoft" and other international brand companies are so; "Haier", "Wahaha" and many other outstanding domestic enterprises are no exception, and now "Xinfei" is in line with the sincere care for the life of the people in the northwest, to change the water shortage situation of the people in the Northwest, this heart is honorable, this feeling is amiable, it is worthy of a public welfare act.

Shell (China)

   In recent years, Shell (China) Co., Ltd. has carried out a comprehensive corporate image public relations with environmental protection as the theme, and its activities include "Shell Beauty Action", the adoption of "Shell Forest" in Miyun County, Beijing, sponsoring the publication of the country's first "Children's Environmental Behavior Code", and supporting the China Exploration Society. Among them, the "Shell beauty Action" has a broad impact and has been praised by all aspects for two years.

Shell aims to be a responsible corporate citizen by initiating and participating in a wide range of types of social good activities, known as social investment, in the various countries in which it operates. In 1998, Shell's total social investment amounted to US $92 million, of which environmental protection accounted for 9% of expenditure.

Shell China is also committed to social investment and has chosen environmental protection, road safety and education as its three main themes. Since 1995, with the rapid development of Shell's business in China, social investment has gradually increased, and the total investment in 1998-1999 reached 2 million yuan.

The process of activity:

       After identifying the environmental theme, Shell conducted extensive research and analysis to find potential partners and target audiences.

Environmental ngos, such as Friends of Nature, founded in 1994, and Global Village, founded in 1996, are active and have already made a significant impact. The two associations, which have thousands of members, are involved in activities ranging from protecting Tibetan antelopes to publishing environmental books, and have good cooperation with foreign environmental groups. Its presidents, Mr. Liang Congcheng and Ms. Liao Xiaoyi, also met with President Clinton as representatives of civil society organizations.

The public, represented by the media, is increasingly concerned about environmental protection, and environmental columns are appearing more and more in newspapers, magazines, television and radio. According to the statistics of Friends of Nature, in 1997, the 76 representative newspapers such as People's Daily, Guangming Daily and China Youth Daily published 22,066 articles related to the environment, an average of 290.34 articles per newspaper, or almost one article per day, compared with 250.8 articles in 1996 and 135.8 articles in 1995.

Environmental protection is more combined with education, showing the momentum of "starting from the doll". Environmental protection content not only appears in the nature, biology and other courses of primary and secondary school students, but also the education committee, the Youth League committee, and the Youth Science and Technology Museum constitute a three-dimensional education network, providing a good entrance to the enterprise. There are also many environmental topics and knowledge in various books and newspapers for primary and secondary school students.

Activity effect:

More than 2,000 primary and secondary school students from Beijing, Shanghai and Guangzhou participated in the "Shell Beauty Action" and submitted more than 1,000 environmental protection plans. A total of 234 projects were awarded, of which 41 projects proposed by students from Beijing 101 High School, Tsinghua High School, Shanghai East High School, Fudan High School, Guangzhou No. 4 High School and No. 13 High School won the first prize and were implemented with financial support from Shell.

Question:

What do you know about this kind of PR activities of Shell (China) company?

                Maugham's marriage advertisement

One day, a marriage advertisement appeared in every major British newspaper with the simple words: "I am fond of music and sports, a young and educated millionaire, and wish to marry a woman exactly like the heroine in Maugham's novels."

The advertisement caused quite a stir in Britain, and those who wanted to marry a "young and educated millionaire" day and night bought Maugham's novels and hid them in fragrant boudois. Those wives who are always thinking about the fate of their daughters and do everything possible to arrange a good home for their daughters are giving their daughters gifts or "teaching books" all over Maugham's novels. Within days, Maugham's novels were sold out in London's bookshops and topped the bestseller list. In fact, the "marriage advertisement" was published by none other than Maugham himself.