Corporate vs. Product Advertising

Corporate Advertising
Corporate advertising is different than product advertising in many ways. The first difference is that corporate advertising is focused on a companies identity and image. Though costly, corporate advertising is effective and can reach a large group of people rather quickly. A companies corporate advertising strategy usually focuses on one of three motives. These include: reinforcement or enhancement of a companies reputation, informing the public in order to attract investment or assure constituents, and advertising to influence people's opinion of the company after they have been exposed to external threats. An effective corporate advertising campaign can help a corporation to improve financially by increasing sales, creating a stronger reputation, and recruiting and retaining employees.

Personal Opinion
In my opinion corporate advertising can be positive or negative for a company. If a company focuses their corporate advertising campaign on their overall communication strategy the company may be successful in creating a stronger image or improving their reputation. However, when it comes to issue or advocacy advertising many companies create messages to deal with controversial subjects and challeges from the external environment. This can be risky becasue they may create an impression with the constituents and the public that they are not taking responsibility for their actions or that they are hidding behind the positive aspects of the company.

Related Links

THE MEDIA BUSINESS: Advertising; An increase in corporate ...
www.query.nytimes.com/gst/fullpage.html?res=990CE1D8173CF93BA25752C0A963958260 - 43k.