Professional Documents
Culture Documents
Corporate Advertising
Corporate Advertising
Corporate Advertising
Of Corporate Advertising
What is Corporate Advertising?
Any advertising with attitudinal, image or information objectives intended to benefit the
Corporation as a whole even if it features specific products or services and regardless of
whether it is targeted to the general public or a specific part of it.
In this sense nearly all airline and automotive advertising, to cite just two examples, is
Corporate Advertising in as much as a customer for either buys more than a seat or a vehicle;
he/she buys the supporting services and equipment of the entire airline or manufacturer.
Favourably affect a companys sales and growth prospects. Corporate Advertising can
aid a firms sales force by creating awareness, abet recruiting efforts and indirectly
improve productivity by boosting employee morale. Effective Corporate Advertising can
also predispose potential investors towards companys stocks.
While objectives, budgets, audiences, media and other variables may differ from company to
company, effective Corporate Advertising programmes have several factors common:
a. Top management support. Corporate Advertising should reflect the purpose
and philosophy of the corporation, both of which the chief executive/MD is in the
best position to define.
b. Realistic & Measurable objectives. Preferably condensed to the single idea
that should come across. Some questions to ask before setting objectives:
How well known are we among the publics were concerned about? What
is our reputation now by public? Is it right? Do we know our reputation
weaknesses? Are our communications reinforcing the kind of reputation
we seek?
Are we capitalizing on our strengths? Do we have any unique characteristics on
which to build? Recognized strong points?
How do we compare with competitors? Other companies? Business in general?
Through what channels are people receiving information.
c. Ads must be built around themes of interest to the publics. The big idea,
Informative copy, providing the reader with useful information all have a place
in Corporate Advertising. Please remember you cannot bore people into admiring
a company.
d. Long-term Commitment
e. Back up with deeds. Assertions with facts, intentions with action