The first, as activities are implemented by company to perform advertising strategy. With major purpose is PR their brands,... all after is profitable remainder.It is easy to understand because of it's business unit.
The second, Behind of all activities above, that is quality of product or service. For example, Food product is safety for consumer healthy, or quality service as well. It show the company's values and sustainability growth. Certainly, It will support to CSR activities.
We can see, first is need but not enough. First help us to capture the attention of consumer, Second help us to maintain them.

Look for more comment from adviser.

Sincerely thanks,