CORPORATE

ADVERTISING

By:Pavankumar
What is Corporate Advertising
Extension of Public Relations
Functions.
Does not promote any one specific
product or service.
Corporate advertising is designed to
promote the firm overall, by
enhancing its image, assuming a
position on a social issue or cause, or
seeking direct involvement in
something.
Objectives
Creating a positive image for the firm.
Communicating the organization’s
view.


 Boosting employee morale and

smoothing labor relations.
 Helping newly deregulated industries
ease consumer uncertainty and
answer investor question.
 Helping diversified companies
establish an identity for the parent
firm rather than relying solely on
Types of Corporate Advertising
Image Advertising.
i. General Image or Positioning Ads.
ii.Sponsorships.
iii.Recruiting.
iv.Generating financial support.
Event Sponsorships.
Advocacy Advertising.
Cause Related Advertising.
Advantages and
Disadvantages
Advantages
Excellent vehicle for positioning the
firm.
Takes advantages of the benefits
derived from Public relations.
Reaches a select target market.
Disadvantages

Questionable Effectiveness.
Constitutionally and/or ethics.

Controversies surrounding
Corporate Advertising
Consumers are not interested in this
form of advertising.
It’s a costly form of self indulgence.
The firm may be in trouble.
Corporate advertising is a waste of
money.
Measuring the
effectiveness
Attitude surveys.

Studies relating corporate advertising
and stock prices.

Focus Group research.
 

 THANK YOU