Corporate Advertising

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Published: 17th August 2015
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Corporate Advertising
Corporate Advertising is explained as a promotional strategy that is planned by the organisation to not only sell the organisation's products/ services to the consumers but also to foster a positive image among the customers and other social group. This type of marketing activity aids the advertising campaign of the organisation. The advertising campaign focuses on selling the goods/ services produced by the company, whereas, Corporate Advertising aims to generate and enhance the confidence and reputation among the Public about the organisation.
Its objective is to build a firm's corporate image, reputation and name awareness among the general public or within an industry. It is also explained as Advertising designed to win an audience over to a specific point of view. Corporate Advertising can be national, regional or local aimed at any type of audience and delivered via any type of media.
Various definitions of Corporate Advertising are as follows: -
A form of institutional advertising focusing not on a particular product or product range but on the organisation itself; the objective of Corporate Advertising may be patronage, image or issue.

Advertising designed to promote overall awareness of a company or enhance its image among a target audience.

The identity or perception of itself that an organisation attempts to convey to its publics, usually through Corporate Advertising

An Advertising that is more public relations than sales promotion.

Corporate Advertising endeavours to promote activities by which oral as well as visual messages are directly towards the public on a continuous basis. The purpose is to inform and influence the public either to consumer products or services or to act or to be inclined favourably towards ideas, organisations, or personalities featured in the campaign.

For any appropriate and effective Corporate Advertising the following factors needs to be considered by the organisation: -

Ensuring that the organisation's objectives and strategies are clear and well defined.
Having a well defined target market based on their goals and objectives.
Appropriate selection of media to reach their target group.
Right selection of message so that it is clearly understood and interpreted the way the organisation wanted their target audiences to interpret.
Identifying their advertising budget.
Ensuring that the right message has reached the right audience through right medium and at the right cost. (right cost means the organisation needs to ensure that the actual advertising expenses is same as the estimated one).
The advertising creates a good corporate image.
The advertising conveys their message suitably and eliminates discriminations about the organisation in the eyes of Public.
Boost the morale and motivation of both Internal and External Public.

The different types of Corporate Advertising are as follows: -

1. Image Advertising: - it is explained by businessdictionary as an attempt to create a favourable mental picture of a product or firm in mind of consumers. This image aims to associate the advertised products product and/or firm with certain life styles or values. Its 3 basic functions are to: -
a. Increase consumer awareness.
b. Convert the awareness into familiarity.
c. And Use of familiarity to influence consumer buying behaviour.

2. Opinion Advertising: - Also known as Advocacy, Opinion Advertising is educational (may not even mention company's name many times) and primarily concerned with influencing public opinion on issues of importance to the company. It focuses on bringing important concerns to public's attention and gives an impression that they are doing that for the betterment of the overall society and for public interest.

3. Investment Advertising: - Such ads usually appear in financial publications and other media sources targeted for the financial market/ industry to attract investors. It highlights the company's financial strength and emphasises on the benefits of owing the company's assets, shares and other financial securities. Here, the organisation doesn't focuses on the company's product/ services or values but uses balance sheet, ratios and other financial information like historical returns to investors in the past and present earnings/ returns to their investors to demonstrate why investing in their organisation is profitable and safer than their competitors or available investment options.

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