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Chapter 6

The document discusses corporate advertising, including its history, goals, and types. It explains that corporate advertising aims to improve public relations, establish corporate identity, and recruit new employees. The main types discussed are corporate image advertising, corporate issue/advocacy advertising, and cause-related advertising.

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Lan Nhi Nguyen
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6 views

Chapter 6

The document discusses corporate advertising, including its history, goals, and types. It explains that corporate advertising aims to improve public relations, establish corporate identity, and recruit new employees. The main types discussed are corporate image advertising, corporate issue/advocacy advertising, and cause-related advertising.

Uploaded by

Lan Nhi Nguyen
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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PRINCIPLES OF

PRINCIPLES OF
CORPORATESCO
CORPORATES
RPORATION
COMMUNICATION

Tran Thi Tuong Vi, PhD Candidate


HCMC, June 2021
Chapter 6

Corporate
Advertising
What do you think
about apple Inc's
"Think different"
3

slogan ?
WHAT IS CORPORATE
ADVERTISING?
▹ Public relations is focused on advertising the
company image, not advertising

4
▹ Two main functions Advertising
- Brand identity
function
- Image building

5
The main task of
business advertising
✓ Good brand development for the
organization through
✓ Name recognition
✓ Good service from the company
✓ Build image of good status and
prestige to give customers
satisfaction and population
“
HISTORY OF CORPORATE
ADVERTISING
Traditionally, advertising in America was very
much product oriented. However, due to several
factors such as modernisation, new technology,
multiple offers of products, stiff competition and
the advent of the "modern corporation",
companies began to introduce different types of
advertising.
The last two decades of the 20th century have
been very critical in shaping the landscape of
corporate advertising. It is heavily influenced by
several factors like economics, social trends,
politics, technology and the cultural and physical
environment.
Schumann, Hathcote and West (1991) say that the
role of corporate advertising has changed over
time
7
Corporate advertising is done
to fulfil several objectives

➢ To create positive images for the firm


➢ To spread the organisation's viewpoints on various issues
➢ To boost employce morale
➢ To form smooth labour relations
➢ To help new deregulated industries
➢ To help diversified companies establish an identity
➢ To provide information to investors
Corporate advertising is done
to fulfil several objectives
According to Crane (1990), corporate advertising
can be used to achieve any of these three
communication effects
Crane (1990):
Key point for
corporate
3. Brand 1. Brand advertising:
Purchase Awareness
Intention know what 10

exactly the
advertisement is
2. Brand expected to
Attitude achieve.
11
CORPORATE ADVERTISING
GOALS
To improve To establish To recruit new
public corporate employees
relations identity
12
Four major elements to achieve these goals
✓ Public Relations Advertising
✓ Corporate Identity Advertising
✓ Corporate/Institutional Advertising
✓ Recruitment Advertising
TYPES OF CORPORATE
ADVERTISING
Corporate Image Advertising
i. Corporate image advertising has a goal
where it tries to :
✓ Increase the firm’s name recognition 13

✓ Establish goodwill for the company and its


products
✓ Identify it self with some meaningful and
socially acceptable activity
ii. In line with its name, corporate image
advertising aims to develop favourable
images among the audience.
TYPES OF CORPORATE
ADVERTISING
Corporate Issue
(Advocacy) Advertising
i. Corporate advocacy is
concerned with 14

controversial social issues


of public importance and its
intention is to manipulate
public opinion.
ii. Its main function is to
support the firm’s position
and best interest
4 diffrent
types of
Corporate
advertising
Image Advertising Place your screenshot here
15
Event sponsorship

Advocacy

Cause-related
Want big impact?
On ground advertising
Online advertising USE BIG IMAGE.

Airspace Advertising Model

Onboard Advertising
In-flight magazine

16
ONLINE ADVERTISING ONGROUND
ADVERTISING
• Skyscraper • Airport Counter
• Targeted Ad Placement
• Email • Auto Boarding Pass
• Flight Itinerary • Airport/Sales
• Placement (Banners) • Office Product
• Campaign Placement
• Text Links • Office Product
Sampling
• Aircraft Steps
17
ONBOARD INFLIGHT MAGAZINE
ADVERTISING
• Meal Tray Table Back • Current Issues
• Seat Back Placement • Latest Travel Trends
• Trolley Carts • Latest Campaigns
• Lavatory Decal • Tourism News
• Napkins • In-flight Shopping
• Overhead Bins
• Product Sampling
• Air Sickness Bag
• Beverage Cups
ADVANTAGES OF
CORPORATE ADVERTISING
Help in developing and/or continuing the good
reputation of the company

Assists in establishing a consistent company


identify
18

Improves employee morale

Increases employee productivity

Improves employee job satisfaction levels

Develops greater loyalty in employees


19
THE END 20

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