CORPORATE ADVERTISING
Corporate advertising has been around for decades perhaps as long as product advertising. But it is not discussed very often. Unlike product advertising, which obviously helps to sell a product or a service, corporate advertising sells an idea or an organization itself.
When an organization wants to influence consumer attitudes, public opinion, or other important publics such as suppliers, stockholders, governments and employees, it uses corporate advertising.
Corporate advertising is a special type of advertising that is used is by business organizations to create and maintain positive attitudes toward their companies. Corporate advertising promotes the company rather than its products or services because it is designed to show a favorable picture of a firm’s products, publics and overall corporate health.
Corporate advertising is also undertaken in order to project an organization’s personality, culture, and values to the outside world. Corporate advertising is closely related to public information, rather than to its sales. So it comes under the function of Public Relations.
Goals of Corporate Advertising:
Corporate advertising has traditionally served three goals:
a) Image Building: This traditional role is the most important one and is designed to build consumer awareness and goodwill. It is aimed at general audience to present the positive qualities of a company.
b) Financial Relations: It is aimed at informing and building confidence in the financial sector. It also focuses on shareholders and potential investors, thus ensuring financial security and independence.
c) Advocacy: This explains and promotes a company’s viewpoints and position and a controversial issue, or any issue that affects the company in anyway.
Today however corporate advertising has a mush broader role:
a) To improve name awareness
b) To proclaim the organization’s views on an issue of importance c) To publicize positive news
d) To add staff requirements
e) To give information about the organization
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