Corporate Advertising
This chapter illustrates the multifaceted utility a company can achieve from corporate advertising which includes the following: reinforce identity, enhance reputation, attract investment, influence opinions, increase sales, and recruit and/or retain employees. Yes, corporate advertisements have many applications and the best part is they are a great way of being creative too.
Corporate advertising is defined as a use of media in which a company attempts to enhance the appearance of the entire organization rather than just a product or service that they provide. This media is commonly a paid expense incurred by the company. The book describes the difference between corporate and product advertising by the area of the organization that is responsible for the advertisement: corporate advertisement is created by the corporate communications area while the marketing department takes care of the product advertisement.
Why Advertise an Organization
The various reasons organizations employ corporate advertisements seems like common sense. An organization wants to either illustrate to their constituents who they are, why they the best option, why constituents should invest in them (through stock purchases, donations, etc.), increase current and potential sales, and show employees that they are the best employer. These are all methods of influencing the opinion of their constituents whether their constituents are a supplier, employee, or investor. Creating the proper advertisement is the key.
Student’s Perspective
As a constituent, I find advertisements whether they be for a product or an organization to be quite amusing. It is interesting the marketing method that various organizations choose in order for the ad or commercial to stay with the viewer. Some organizations pick two incomparable ideas so that the viewer finds it preposterous but, nevertheless, talks about it to peers thus increasing the value of the commercial and/or ad. Other times, they pick words that are similar to their organization so that the message sticks. This is evident in the Geico commercial where they utilize a gecko lizard to promote their company. More recently, their advertisement is of a stack of money that has eyeballs and appears to be smiling at the potential customer. It appears that this advertisement follows the old colloquial saying, “Money talks!”
Below is URL to an ad that is adopted from DIGITAL DAY via Internet for a company that I used for my assignment but I think the corporate ad is very effective yet attractive in its message and would like to share it:
digitaldaybreak.files.wordpress.com/2007
This is an example of a corporate branding ad. The company promoting its eBusiness by illustrating their organization as the larger more powerful eBusiness company while the competitor is smaller and timid. Furthermore, the competitor looks to be like a group of puppies while the DIGITAL DAY dog is a mature, knowledgeable dog. I think this is a great ad. It is funny but gets the thought across to everyone who is looking for eBusiness services. It illustrates the attempts to reinforce and enhance identity as the best company in eBusiness.
External Resources
Please refer to the below resources for more information and example of advertisements that can enhance the discussion in Chapter 5 about corporate advertisements. Please feel free to scan them or provide articles of your own.
http://www.accessmylibrary.com/coms2/summary_0286-127798_ITM
This is an article discussing the shift from product to corporate advertisement and how it has benefited American organizations. The article suggests that this is in part due to the constituents requirements to make social responsibility and goodwill transparent.
http://www.jiad.org/article32
A study was conducted to evaluate the use of the website as a method for corporate communications and the pros and cons associated with it. It discusses how a website can reach not only a mass amount of people but also a variety of constituents through one medium.
http://www.allbusiness.com/marketing-advertising/706116-1.html
This article helps to put into perspective the amount of money now spent on corporate advertisements and the purposes of it. It also focuses on brand management and how it affects consumer knowledge.
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By far, my favorite chapter so far. Loved the sample ads, loved the whole premise of corporate versus product advertising. Just enjoyed reading about the history of advertising and the many samples. I have always been a huge fan of good advertising and the huge success of good advertising campaigns. I am truly amazed at the skills of advertising companies and how a simple an ad can be and yet say so much. I applaud the talent of people who are creative and intelligent enough to speak volumes with images and never say a word.
ReplyDeleteI believe corporate advertising can help organizations to communicate their messages to their constituencies. it is a quick and efficient way of communication but unfortunately at very high costs.
ReplyDeleteHowever,sometimes the high costs combined with the difficulties in measuring the effects of corporate advertising will shy away some managers.
Chieh Chang
I believe corporate advertising promotes the image of the company as a whole rather than its products and services whereas product advertising only endorses products or services. Corporate advertising is performed to reinforce the company’s identity or to improve its reputation; to attract investment; and to influence opinions.
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