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18/11/2017 10:37:24 PM

Corporate Advertising

Corporate advertising is not designed to promote a specific brand but is intended rather to establish a favorable attitude toward a company as a whole.

1. The Scope and Objectives of Corporate Advertising

·         Corporate advertising is a significant force in the overall advertising carried out by organizations in the United States. Presumably, these firms have broader communications programs and more money to invest in advertising, which allows the use of corporate campaigns.

·         The objectives for corporate advertising are well focused. In fact, corporate advertising shares similar purposes with proactive public relations. The typical objectives are:

·         to build the image of the firm among customers, shareholders, the financial community, and the general public;

·         to boost employee morale or attract new employees;

·         to communicate an organization’s views on social, political, or environmental issues;

·         to better position the firm’s products against competition, particularly foreign competition, which is often perceived to be of higher quality; and

·         to play a role in the overall integrated marketing communications of an organization.

2. Types of Corporate Advertising    

There are three basic types of corporate advertising. These three types are image advertising, advocacy advertising, and cause-related advertising. Each is discussed in the following sections.

a. Corporate Image Advertising. Most corporate advertising efforts focus on enhancing the overall image of a firm among important constituents—typically customers, employees, and the general public. The goal is to enhance the broad image of the firm and may not result in immediate effects on sales, but as we saw in Chapter 5, attitude can play an important directive force in consumer decision making.

b. Advocacy Advertising. Advocacy advertising attempts to establish an organization’s position on important social, political, or environmental issues. Advocacy advertising is defined as “advertising that addresses and attempts to influence public opinion on issues of concern to the sponsor.”

c. Cause-Related Advertising. Cause-related advertising is part of cause-related marketing efforts undertaken by a firm. Firms often affiliate themselves with worthwhile social causes—reducing poverty, increasing literacy, or curbing drug abuse. Cause-related advertising is advertising that identifies corporate sponsorship of philanthropic activities.                                

d. Green Marketing. Green marketing refers to corporate efforts that embrace a cause or a program in support of the environment. Such efforts include shoe boxes made out of 100 percent recycled materials at Timberland and the “Dawn Saves Wildlife” program sponsored by Procter & Gamble. General Electric and its “Ecomagination” campaign is another high-profile exemplar of this movement.

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