Corporate Advertising

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Corporate Advertising
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Table of contents

• What is Corporate Advertising?
• Objectives of Corporate Advertising
• Types of Corporate Advertising
• Image Advertising
• Advocacy Advertising
• Cause-Related Advertising
• Advantages and Disadvantages of Corporate
  Advertising
• Conclusion

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What is Corporate Advertising?

• It is designed to promote the firm overall, by
  enhancing its image, assuming a position on an
  social issue or cause, or seeking direct
  involvement in something.

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Objectives of Corporate Advertising

• Corporate advertising may be designed with
• two goals in mind
• Creating a positive image
• Communicating the organizations views

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Types of Corporate Advertising

• Image Advertising
• Advocacy Advertising
• Cause- Related Advertising

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Image Advertising

• Accomplish a number of objectives, including a
  goodwill both internally and externally, creating
  a position for the company and generating
  resources, both human and financial.

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Image Advertising

• 1. General image or positioning ads
• 2. Sponsorships
• 3. Recruiting
• 4. General financial support

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Image Advertising

• General image or positioning ads
• http//nl.youtube.com/watch?v4xt3DkU3yZY

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Image Advertising

• Sponsorships

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Image Advertising

• Recruiting
• http//nl.youtube.com/watch?vOkdPfbOp_8g

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Image Advertising

• General financial support

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Advocacy Advertising

• Is concerned with propagating ideas and clarify
  controversial social issues of public importance.

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Cause-Related Advertising

• A link with charities or non-profit organizations
  as contributing sponsors.

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Advantages and Disadvantages

• Advantages
• It is an excellent vehicle for positioning the
  firm
• It takes advantage of the benefits divided from
  public relations
• It reaches a select target market

• Disadvantages
• Questionable effectiveness
• Constitutionality and/or ethics