Advertising: - Advertising is paid, one-way communication through a medium in which the sponsor is identified and the message is controlled. Variations include publicity, public relations, product placement, sponsorship, underwriting, and sales promotion. Every major medium is used to deliver these messages, including: television, radio, movies, magazines, newspapers, the Internet, and billboards.Advertisements can also be seen on the seats of grocery carts, on the walls of an airport walkway, on the sides of buses, heard in telephone hold messages and in-store PA systems. Advertisements are usually placed anywhere an audience can easily and/or frequently access visuals and/or audio, especially on clothing. http://en.wikipedia.org/wiki/Advertising
Corporate advertising : -Corporate advertising is a very general form of advertising because it covers any product associated with a company. The goal is to shape an organization's image as a whole rather than the image of certain products or services, and to enhance the popularity of a company.
Corporate Advertising
•Think long-term
•Seek to benefit image
•Consistent with mission and vision
Categories of corporate advertising:
Image advertising: - Image advertising has the aim to reinforce a company's identity and to enhance its reputation. Especially when structural changes occur within companies, they frequently use corporate advertising to strengthen their identities. Corporate advertising is an efficient tool for changing or establishing impressions about organizations if structural changes have taken place. Further, it allows companies to differentiate themselves from rivals.
Financial advertising: - Companies arrange financial advertising campaigns to make themselves attractive as investment by enhancing their image in the financial community. Financial-relations advertising tries to stimulate interest of potential investors in a company's stock. Many corporate advertisers claim that a strong financially oriented advertising campaign can increase a company's stock price. Hence, professors at Northwestern University found out that there is evidence of a significant positive effect of corporate advertising on stock prices.
Issue advocacy: - companies to respond to threads exposed by the government or special interest groups use Issue or advocacy advertising. In this case, companies try to communicate directly with consumers, competing with journalists who also try to influence readers with their stories about the companies. Companies dealing with environmental issues use advocacy advertising very often. For example, oil companies like BP or Shell are continuously faced with allegations of non-government organizations to exploit the environment and not care about human rights. The companies often react with advocacy ads in the media, trying to convince the public of its environmentally and socially responsible behavior.
Importance of corporate advertising
To attract investment
Corporate Advertising
•Think long-term
•Seek to benefit image
•Consistent with mission and vision
Categories of corporate advertising:
Image advertising: - Image advertising has the aim to reinforce a company's identity and to enhance its reputation. Especially when structural changes occur within companies, they frequently use corporate advertising to strengthen their identities. Corporate advertising is an efficient tool for changing or establishing impressions about organizations if structural changes have taken place. Further, it allows companies to differentiate themselves from rivals.
Financial advertising: - Companies arrange financial advertising campaigns to make themselves attractive as investment by enhancing their image in the financial community. Financial-relations advertising tries to stimulate interest of potential investors in a company's stock. Many corporate advertisers claim that a strong financially oriented advertising campaign can increase a company's stock price. Hence, professors at Northwestern University found out that there is evidence of a significant positive effect of corporate advertising on stock prices.
Issue advocacy: - companies to respond to threads exposed by the government or special interest groups use Issue or advocacy advertising. In this case, companies try to communicate directly with consumers, competing with journalists who also try to influence readers with their stories about the companies. Companies dealing with environmental issues use advocacy advertising very often. For example, oil companies like BP or Shell are continuously faced with allegations of non-government organizations to exploit the environment and not care about human rights. The companies often react with advocacy ads in the media, trying to convince the public of its environmentally and socially responsible behavior.
Importance of corporate advertising
To attract investment
To influence investors
To enhance reputation.
To influence opinions
Benefits of corporate advertising: -
Benefits of corporate advertising: -
Increase sales
create a stronger reputation
Recruit and retain employees.
Product advertising: -The goal of product advertising is to target a special focus group by advertising a special product and increase the sales volume of that product. Product advertising brands a certain product. In product advertising, companies directly promote their
Products. Companies mention the product with features, types and prices. The goal of the product advertising is to attract customer to buy products.
Example of product advertisement: -The ad of GARNIER FRUCTIS ANTI-DANDRUFF SHAMPOO. “Feel the power of Zinc pyrithione and achieve fruit concentrate. Washes dandruff away and prevent it from recurring. Keeps the scalp clean, right from the first use.
Example of corporate advertising: -The advertisement of accenture services pvt. Ltd. “it’s not how many ideas you have.it’s how many you make happen. So whether it’s your idea or accenture’s, we’ll help you turn innovation into results. This falls into “IMAGE ADVERTISING” category. This advertising is to reinforce identity and hence reputation.
Personal experience: -I worked with accenture services for two months and I found they use one common statement for their corporate advertising that is “what it takes to be a tiger” means they provide services which takes the enterprise to the success and they provide services more than customer expectations. The company deals in consulting, Technology, outsourcing and Alliances.
References: - http://en.wikipedia.org/wiki/Advertising
http://www.accenture.com/
THEORIES OF COMMUNICATION BTST 670(PPT)
Product advertising: -The goal of product advertising is to target a special focus group by advertising a special product and increase the sales volume of that product. Product advertising brands a certain product. In product advertising, companies directly promote their
Products. Companies mention the product with features, types and prices. The goal of the product advertising is to attract customer to buy products.
Example of product advertisement: -The ad of GARNIER FRUCTIS ANTI-DANDRUFF SHAMPOO. “Feel the power of Zinc pyrithione and achieve fruit concentrate. Washes dandruff away and prevent it from recurring. Keeps the scalp clean, right from the first use.
Example of corporate advertising: -The advertisement of accenture services pvt. Ltd. “it’s not how many ideas you have.it’s how many you make happen. So whether it’s your idea or accenture’s, we’ll help you turn innovation into results. This falls into “IMAGE ADVERTISING” category. This advertising is to reinforce identity and hence reputation.
Personal experience: -I worked with accenture services for two months and I found they use one common statement for their corporate advertising that is “what it takes to be a tiger” means they provide services which takes the enterprise to the success and they provide services more than customer expectations. The company deals in consulting, Technology, outsourcing and Alliances.
References: - http://en.wikipedia.org/wiki/Advertising
http://www.accenture.com/
THEORIES OF COMMUNICATION BTST 670(PPT)
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