News / Blog: Glossary / Lexicon

What is the Corporate Image?

The term "Corporate Image" refers to the overall perception or reputation of a company as perceived by external stakeholders. It encompasses how the company is viewed by customers, investors, the public, and other interested parties.

Corporate image is influenced by various factors, including:

• Visual Identity: The company's visual elements such as logo, color scheme, and design contribute to its image.
• Communication Strategy: How the company communicates with the public, including through press releases, social media, advertising, and other forms of messaging.
• Corporate Culture: The values, beliefs, and practices within the company impact how it is perceived externally, reflecting the desired image of the company.
• Public Relations (PR): Strategic efforts to manage and shape the company's image through media coverage, events, and communication plans.
• Online Presence: The representation of the company in the digital space, including the corporate website, social media platforms, and other online channels.

Managing and maintaining a positive corporate image is crucial for building trust, attracting customers, and enhancing the overall reputation of the company. Companies often invest resources in strategies to carefully shape and project a positive corporate image.

What is a Press Contact?

A press contact is a crucial interface between a company and the public, especially the media. This contact serves to ensure the smooth exchange of information and provides journalists, editors, or other media representatives with a direct point of contact.

The press contact is often a specifically designated person or department within a company. This individual or department takes responsibility for communication with the media, ensuring that relevant information is provided in a timely and accurate manner.

The responsibilities of a press contact typically include:

• Providing press releases and information about company events.
• Responding to inquiries from journalists and editors.
• Organizing press conferences or interviews with company representatives.
• Managing press materials, photos, and other resources.
• Building and maintaining relationships with media representatives.
• Coordinating press activities in the event of company crises or special events.

An effective press contact contributes to ensuring that coverage of a company is positive, accurate, and timely. This enables journalists to quickly and directly access information, increasing the likelihood of precise reporting.

The contact details of the press contact, including phone number and email address, are often published on the company's website and in press releases. This facilitates media representatives in reaching out and obtaining information.

Right to One's Own Image

The "Right to One's Own Image" is a legal concept that governs the protection of an individual's personality rights regarding the use of their likeness. It asserts that a person generally has the right to control whether and in what context their image is published or used. The right to one's own image is anchored in many legal systems, particularly in the realms of data protection and privacy laws.

Key Aspects of the Right to One's Own Image:

1. Consent: In most cases, a person's image should not be published or used without their explicit consent. Consent should be given voluntarily and be informed, clearly stating the purpose of use.
2. Exceptions: There are certain situations where the right to one's own image may be restricted, such as in the context of reporting on events of public interest. However, even in such cases, the personal rights of the individuals involved must be balanced.
3. Commercial Use: Especially in the case of commercial use of a person's likeness, clear consent is necessary. This applies to advertising, marketing materials, product representations, and similar commercial purposes.
4. Protection against Defamation: The right to one's own image also protects against unauthorized use that could damage a person's reputation or standing.
5. Publication without Consent: Unauthorized publication of an image without consent can have legal consequences, including claims for damages or court-ordered injunctions.
6. Special Regulations for Minors: For minors, the consent of parents or legal guardians is often required, as they are not capable of giving legally binding consent themselves.

It is important to note that the exact provisions of the right to one's own image may vary by country. In some jurisdictions, it may be further specified by specific laws or legal precedents. Individuals should be aware of their rights and ensure that their images are used in accordance with the right to one's own image. Likewise, businesses and photographers should ensure they have valid consent before using images of individuals.

What are Image Rights?

Image rights refer to the legal claims and regulations regarding the use, distribution, and reproduction of images. These rights aim to protect the interests of those involved in the creation or ownership of images. Respecting image rights is crucial to avoid legal conflicts and ensure that images are used lawfully. Here are some key aspects related to image rights:

1. Copyright:

The creator of an image, typically the photographer or artist, automatically holds the copyright to the work. This means they have the exclusive right to reproduce, distribute, publish, and sell the image. The duration of copyright varies by country but is often several decades after the creator's death.

2. Licensing:

The copyright holder can transfer specific rights to others through licensing. A license specifies how others can use the image. There are exclusive licenses granted to a single user and non-exclusive licenses that can be granted to multiple users.

3. Image rights of individuals or property:

For images featuring recognizable individuals or private owners of buildings or artworks, additional rights may be required. These may come in the form of a model release (consent of the person depicted) or property release (permission from the owner of the depicted object).

4. Creative Commons licenses:

Some creators release their works under Creative Commons licenses, allowing others to use the images under certain conditions without directly seeking permission.

5. Image agencies:

Many professional images are licensed through image agencies. These agencies represent creators and allow businesses or individuals to use images for a fee.

6. Public Domain:

Images whose copyrights have expired or have intentionally been placed in the public domain can be used by anyone without restrictions.

Understanding and adhering to the specific license terms and restrictions for each image is crucial. Violating image rights can have legal consequences, including financial penalties. Therefore, it is advisable to always ensure that the use of images complies with legal regulations.

What is AdTech - Advertising Technology?

AdTech (Advertising Technology) refers to technologies and tools used in the advertising industry to support the process of ad serving, delivery, measurement, and optimization of advertisements. AdTech utilizes advanced technologies, data analytics, and automation to help advertisers and marketers more effectively reach their target audiences and optimize their advertising campaigns.

Key Elements and Functions of AdTech:

1. Programmatic Advertising: AdTech enables programmatic advertising, where ad space is automatically auctioned in real-time through bidding platforms. This automated process allows for more precise targeting of audiences and more efficient use of advertising budgets.
2. Targeting and Personalization: AdTech leverages data analytics to understand the behavior and preferences of online users, allowing advertisers to target ads to specific audiences and create personalized advertising experiences.
3. Ad Exchange and Ad Networks: AdTech platforms facilitate the exchange of advertising inventory between advertisers and publishers through ad exchanges. Ad networks aggregate ad space across various websites to achieve broader reach.
4. Data Management and Targeting: AdTech includes tools for managing advertising data to enable more accurate audience targeting. This involves the use of both first-party data (collected directly by the company) and third-party data (externally collected data).
5. Ad Creative Optimization: By analyzing performance data, AdTech can help optimize ad creatives. A/B testing and other methods enable the evaluation and improvement of the effectiveness of ad content.
6. Attribution Modeling: AdTech platforms provide attribution tools that track the contribution of various advertising channels to a user's conversion. This helps measure the success of advertising campaigns and effectively allocate marketing budgets.
7. Ad Fraud Detection: AdTech technologies often integrate mechanisms for detecting fraud and improper behavior to ensure that advertising funds are used effectively and ads are protected from fraudulent activities.

AdTech plays a crucial role in the modern digital advertising landscape by helping advertisers target their messages more precisely, increase the efficiency of their campaigns, and improve return on investment (ROI).