Corporate advertisement can be defined as paid use of media, that seeks the benefit of the image of the corporation as a whole rather than its product or service alone. We can say that corporate advertisement is long term and in the same while product advertisement is short term. In corporate advertisement, name of the corporation will be high-lighted but in product advertisement only the product will be high-lighted. In corporate advertisement costumers remember the name of the company not the particular product. For example Nike
In same way in product advertisement costumers remember the name of the product not the name of the company. For example picture advertisement of Tide. Here costumers dose not bother much about the company, they only think about the product.
Corporate advertisement maintains the image of a company. It shows the mission and vision of the company and helps the viewer to know what type of company it is. Corporate advertising should “brand” a company the way the product advertising brands a product. The good image of today will become the reputation of tomorrow. Once they establish it then it is easy to achieve the sales and customer reputation. Even corporate advertisement also increases the sales but won’t boost the sales like the product advertisement.
By this theme we all have a doubt that why corporate advertisement is
necessary? Yes corporate advertisement is very necessary. Lets see some of the uses of it,
1)Advertising to attract investors
2)Advertising to re-enforce identity or enhance reputation
3) Advertising to influence opinion
Then if we talk about the advertisement company directly promote the products and mention the product features, types and also prices. This type of advertisement is called product Advertisement. The goal of the product advertisement is to stimulate more customers to buy the product rather than to know about the company. The brochures Food world, big bazaar are the best example for the product advertisement.
Personal Experience: first time when Fiero is introduced to market no one was buying it but later on because of the corporate advertisement of TVS people start buying Fiero bike. So now it become a bream bike of young guy’s. Now even my dream bike is also Fiero.
Reference: http://www.pg-india.com/hp/history.htm
http://www.psnh.com/AboutPSNH/CompanyProfile/advertising.asp
CORPORATE COMMUNICATION BY Paul A Argenti.
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