CORPORATE ADVERTISING

Corporate advertising is the advertising that is more public relations than sales promotion. Its objective is to build a firm's corporate image, reputation, and name-awareness among the general public or within an industry. Corporate advertising is in the Advertising, Marketing, & Sales and Business Communications & Presentations subjects. Corporate advertising appears in the definitions of the following terms: corporate image and institutional advertising. Advertising all over the world has historically been product oriented. However, with the advent of modern corporations with multiple product and/or service offerings, a different type of advertising has appeared, the primary purpose being to promote the corporation. "Corporate," "institutional," or "corporate image" advertising has been defined with some very basic consistency since the 1950's but has broadened to include "advocacy" and "issue" advertising and the current "hybrid ads" which blend product and company promotion.
Over the past two decades, numerous case studies and strategy articles have been written describing the ways in which corporate advertising has facilitated positive public perceptions of business all over the world. In addition, survey research has been published that has assessed perceptions of corporate advertising effectiveness.
As we move into the last decade of the 20th century, certain factors in the physical, social, and economic environment suggest an expanded role for corporate advertising. Social issues that directly relate to business and industry are also gaining public forum. For example, issues of gender in the marketplace (e.g. equal pay for equal work, equality of job roles) have been given recent publicity through a number of legal actions (Time 1989). Salary figures have consistently reflected that women are generally paid less than men for the same work and that some companies have policies limiting the jobs that women can perform (Nadler 1989; Stechert 1988; Topolnicki 1990). As these inequities gain greater public attention, companies that violate equal rights will be forced to reconsider their long-standing policies. Other social factors relating to the environmental concerns, bringing awareness to the public etc are communicated to the constituencies through corporate advertising, which helps the company in the image building process.

Personal experience:

I was really astonished to see an advertisement on internet stating that not to use their brand or brand imagery to be depicted in any of the movies. I was wondering what was the motto behind this statement when they getting free advertisement through movies but that’s when something struck my mind- “Corporate Advertisement”. I remember studying this topic in my corporate communication class and recalled all the aspects behind corporate advertisement. Then I realized the objective behind this ad, which was to build an image to their organization by discouraging youths from smoking.


RELATED LINKS:
http://www.allbusiness.com/professional-scientific/advertising-related-services/270182-1.html http://www.businessdictionary.com/definition/corporate-advertising.html