Corporate Advertising
Synopsis of the topic
Any corporate advertising campaign should be strategic and consistent. Corporate advertising is the paid use of media that seeks to benefit the image of the corporation as a whole rather than its products or services alone. A company’s marketing department is responsible for all product-related advertising and pays for such ads whereas corporate advertising falls within the corporate communication area.
Categories of corporate advertising are image advertising, financial advertising, and issue or advocacy advertising.
The bigger the company, the more likely it is to have a corporate advertising program. Corporate advertising helps to increase sales, to create a stronger reputation and to recruit and retain employees.
Personal examples
I agree that corporate advertising helps to recruit and retain employees: I was working in an enterprise which had a good corporate campaign (the one with Tiger Woods), and it made me very proud when friends of mine told me they liked the ad. I was also proud of the values it vehicle: high performance, quality, and professionalism.
Another example of corporate advertising, are maybe also the TV advertisements for universities in the USA. In France I have never seen any commercial for a university. In the USA universities are promoting their university, with the purpose of attracting new students.
Additional resources
- Association of National Advertisers (ANA).
The Association of National Advertisers is a representative body for the marketing community in the United States of America.
ANA’s official website: http://www.ana.net/
Wikipedia article: http://en.wikipedia.org/wiki/Association_of_National_Advertisers
- (2008), GE and Cisco Systems Up for Four IR Magazine Awards 2008, [www page], IR magazine, URL: http://www.marketwire.com/mw/release.do?id=867975
- About Benetton – Our Campaigns.
An interesting article which gives an overview of the advertising campaigns of Benetton, campaigns which don’t make unanimity of all.
Benetton’s official website: http://press.benettongroup.com/ben_en/about/campaigns/history/?t=print
