Corporate Advertising

Summary

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 also can be defined as paid use of media that seeks to benefit the image of the corporation rather than its products or services alone.

There are three different categories of corporate advertising,

• Image advertising: its purpose is to reinforce identity or enhance reputation. Also, it is an efficient mechanism for changing impressions about organizations, and allows companies to differentiate themselves from rivals.
• Financial advertising: this advertising is use for enhance the image in financial community of the company. It can stimulate interest in a company’s stock among potential investors as well as buy-side and sell-side analysts; also it can create a chance to increase the price of a company’s stock.
• Issue or advocacy advertising: It is used by companies to respond to external threats from either government or special interest groups, or deal with controversial subjects.

Corporate advertising helps companies communicate their message to a wide audience quickly and efficiently, however, the cost of advertising is very high. There are three reason of why use corporate advertising:

• Increase sales:
• Create a stronger reputation
• Recruit and retain employees

Example and Self-Experience

Below, there are two company's corporate advertisings.

Microsoft Corporate Advertising

Toyota Corporate Advertising

For an example, General Motors's recent corporate advertising positions the company as concerned with quality. Among consumers who believe a particular GM brand, such as Oldsmobile, has "high quality," retrieval of GM's corporate ad knowledge may transfer to the brand belief and thus strengthen it in memory. Consequently, the brand belief would become easier to retrieve and consumers would have more confidence in it (Wyer and Srull 1989).

During the time I worked in the pharmacy, the assistant manager told me that the image of this pharmacy used to be average. But, since the main company started to promote the images of professionalism, friendliness, and reliability to the community, the sales increased rapidly and extension went smoothly.

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References:

http://www.youtube.com/v/W3lHbVSL_84&hl=en

http://www.youtube.com/watch?v=_4vby8L5YoY

http://www.workerbees.com/2007/06/different-twist-on-old-merger-ad.html

http://www.allbusiness.com/marketing-advertising/706116-1.html