Corporate Adverstising

By Definition Corporate advertising is a paid use of the media that seeks to benefit the image of the corporation as a whole rather than its products or services . In brief it define corporate advertising as "A company tries really hard so that they can create an image in the minds of the consumers of the company and not pertaining to a particular product.


Here below is a classic example of a corporate advertisement where in Accenture is trying to strengthen its identity.Its constituency are anyone who wants to deal with consulting business.


Corporate advertising falls generally into three basic categories

• Image advertising.
• Financial advertising.
• Issue advocacy.

Image advertising is used by companies to strengthen their identities following a structural change.This kind of advertisement also helps in explaining a companies renewed vision and also strategy to constituents who may know them well in an earlier incarnation.

Financial advertising basically helps in stimulating interest in company's stock among potential investors.

Issue advertisements are meant to be used when the company has to respond to those groups who have challenged the company's status quo.

Corporate Advertisements are generally used to increase sales(may not be immediately),to create a stronger reputation and also to recruit and retain employees.