Write a note on Corporate Advertising

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