Generic information campaign
Specifically selected strategy of the market leader in a product publicity program to promote a product class or category, and to be prepared to accept a class effect, i.e. a simultaneous PR gain for the competitors. Frequently used by the pharmaceutical industry.
Give-away
Small gift of modest material value carrying the corporate design and intended to win sympathy. Handed out at media briefings or open-house days.
Guiding principles
Record of formally established corporate identity. Composed of corporate vision, mission statement, and claim. Setting the framework for corporate behavior in the future.
