They'd Sell You Air If They Could
Corporate advertising is prevalent in our society. If you leaf through a magazine, you are bombarded by advertisements for countless different products ranging from pharmaceuticals and cosmetics to automobiles and public service announcements. Sometimes it seems like there are more pages of advertisements in magazines than pages of actual content! Though there are several different purposes behind these advertisements, one thing is for sure: they're pervasive and aren't going anywhere.
With the three different types of corporate advertising - image advertising, financial advertising, and issue advocacy - corporations and organizations have a wide variety of ways to promote their products and causes. With print advertising, a corporation can reach both target niche markets and broader, general interest groups.
Effective Advertising
Effective corporate advertising is eye-catching and unique and helps to set that product, brand, corporation, or organization apart from its competitors. Each individual advertisement can serve multiple purposes, not only promoting a specific product, but also the parent brand. It can also be an ad for a parent brand and one of issues it advocates and supports. Although one of the most popular ways to advertise is through print media (aside from on the television), billboards and kiosks are also popular places for corporate ads to appear.
http://en.mimi.hu/marketingweb/corporate_advertising.html
http://www.nikon.com/about/info/ad/index.htm
http://www.principal.com/about/advertising/index.htm
Aside from using this advertising to sell products, corporate advertising can be used to attract future employees to that organization. Pointing out the rich history of long-established corporations or the innovation of fledgling ones helps to attract certain types of potential employees. It also is used to create stronger reputations for the company. In a previous post, the issues of image, identity, and reputation were addressed. This type of advertisement tries to steer the target audience to have very specific opinions regarding the corporation. However, there is no guarantee that this type of advertising will be effective since each constituent in the target audience is unique.
Overly Pervasive Advertising
I'm of the opinion that some corporate advertising has become distracting in publications like magazines. I recently got engaged and purchased a few bridal magazines to flip through. While I understand that the major purpose of this type of magazine is to have a lot of advertisements to aid brides-to-be in choosing wedding gowns, places to register for gifts, and other things, the repetitiveness of the ads was overwhelming. One company had an eight-page advertisement spread and then had another ad less than ten pages away. It honestly made me have the opposite reaction that I feel the company wanted me to feel.
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Corporate advertising is very important. This is what sets the corporations imagage, reputation, and target audiance. All of these factors are what determines a companies succsss. If the corporation can not catch the eyes of their target audience than this is a problem. Companies spend millions of dollars on advertising and marketing, so inorder to make money you have to spend money. As we see in magazines there are more advertisements because that is what viewers find interesting. These compnaies want to catch the eye of potentional employees, consumers, and gain a new fan base based on the image from the advertisements. These advertisments are very persuasive and can be very influentional to many. This is what sells the compnay and its products. It is corporations jobs to sell their company by marketing and advertisements. If the product sells and the compnay generates revenue then they are doing their job.
ReplyDeleteCorporate advertising is one of the most important aspects in big business. Through corporate advertising companies can show their image affect their identity and influence their reputation. Corporate advertising has changed drastically over the last few years. There are now many more channels for companies to use for corporate advertising. Corporate advertising is the main source for companies to attract new employees, new investors, and customers. Through corporate advertising companies can expose themselves to many different people and show their products and services. There is a huge market for firms that strictly work with this type of advertising. These firms specialize in ways for companies to promote themselves and expose the company to different people in different parts of the world. Through corporate advertising it is easier for companies to globalize their marketing and attract attention worldwide.
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