Above is example of corporate ad by toyota, and below is example of product ad by toyota.
Both of the above advertisement differ from each other. First ad is made with the purpose of creating a good image of the company by emhasizing good employee relation and second ad tells features of toyota products.
Any corporate advertising should be: -
Strategic: - looking forward the future of the company so that it will have longevity and won’t become stagnant or “old news”.
Consistent: - in keeping with images of products or businesses of the company. Image advertising cannot be viewed as a separate corporate message; rather, it must fit with company’s vision.
Corporate advertising can be defined as paid use of media that seeks to benefit the image of the corporation as a whole rather than its products or services alone. Corporate advertising should reflect a unified strategy.
Here is a video link for corporate advertisement: - http://www.youtube.com/watch?v=q7jeqi3KWaI (The song of Toshiba group).
Corporate advertising should present a clear identity for the organization based on a careful assessment of its overall communication strategy, and it generally falls into three categories: -
Image advertising
Financial advertising, and
Issue advocacy
IMAGE ADVERTISING
Many companies use advertising to strengthen their identities following structural changes. As companies merge and enter new businesses, they need to simplify their image to unify a group of disparate activities.
If an organization’s identity is very different from how it is perceived externally, for instance it can use corporate advertising to close that group. Corporate advertising can be efficient mechanism for changing impressions about organizations if changes have really taken place.
Effective image advertising also allows companies to differentiate themselves from rivals. Fro example, Target Corp., which won advertising age magazine’s marketer of the year award in 2000, established itself as an upscale discounter with an edgy, high-energy image.
FINANCIAL ADVERTISING
This type of advertising can stimulate interest in a company’s stock among potential investors as well as buy-side and sell-side analysts. Given the hundreds of companies analysts cover, a good corporate advertising campaign can stimulate their interest to take a closer look at a particular one.
Corporate advertisers assert that a strong financially oriented corporate advertising campaign can increase the price of a company’s stock.
ISSUE ADVOCACY
This kind of advertising is called issue or advocacy advertising and is used by companies to respond to external threats from either government or special interest group. Issue advertising typically deals with controversial subjects; it is a way for companies to respond to those who challenge the status quo.
By taking issues directly to consumer, companies can compete with journalists for a share of the reader’s mind. As a result, issue advertisements often are purposely placed on op-ed pages in prominent newspapers such as The New York Times, The Wall Street Journal, and the Washington Post.
A major difference between corporate and product advertising is who pays for each of the two types of advertising. A company’s marketing department typically responsible for all product-related advertising and pays for such ads out of its own budget. Corporate advertising, on the other hand, falls within the corporate communication area and either comes out of that budget or, in some cases, is paid for by the CEO’s office.
Purpose for product advertising is to deliver the features of the products and sale the products. A product features can be price, design, quality, size, color, material used etc. importantly product advertising delivers the benefits of the products provided by the company.
Here is a video of product advertisement: - http://www.youtube.com/watch?v=PhdLI6l8YAg
This advertisement tells about different features of Nokia – 6300 mobile.
Product advertising is different from the corporate advertising, it talks about the features of product and corporate advertising tells about the corporations and try to build unique image of the products.
Consistent: - in keeping with images of products or businesses of the company. Image advertising cannot be viewed as a separate corporate message; rather, it must fit with company’s vision.
Corporate advertising can be defined as paid use of media that seeks to benefit the image of the corporation as a whole rather than its products or services alone. Corporate advertising should reflect a unified strategy.
Here is a video link for corporate advertisement: - http://www.youtube.com/watch?v=q7jeqi3KWaI (The song of Toshiba group).
Corporate advertising should present a clear identity for the organization based on a careful assessment of its overall communication strategy, and it generally falls into three categories: -
Image advertising
Financial advertising, and
Issue advocacy
IMAGE ADVERTISING
Many companies use advertising to strengthen their identities following structural changes. As companies merge and enter new businesses, they need to simplify their image to unify a group of disparate activities.
If an organization’s identity is very different from how it is perceived externally, for instance it can use corporate advertising to close that group. Corporate advertising can be efficient mechanism for changing impressions about organizations if changes have really taken place.
Effective image advertising also allows companies to differentiate themselves from rivals. Fro example, Target Corp., which won advertising age magazine’s marketer of the year award in 2000, established itself as an upscale discounter with an edgy, high-energy image.
FINANCIAL ADVERTISING
This type of advertising can stimulate interest in a company’s stock among potential investors as well as buy-side and sell-side analysts. Given the hundreds of companies analysts cover, a good corporate advertising campaign can stimulate their interest to take a closer look at a particular one.
Corporate advertisers assert that a strong financially oriented corporate advertising campaign can increase the price of a company’s stock.
ISSUE ADVOCACY
This kind of advertising is called issue or advocacy advertising and is used by companies to respond to external threats from either government or special interest group. Issue advertising typically deals with controversial subjects; it is a way for companies to respond to those who challenge the status quo.
By taking issues directly to consumer, companies can compete with journalists for a share of the reader’s mind. As a result, issue advertisements often are purposely placed on op-ed pages in prominent newspapers such as The New York Times, The Wall Street Journal, and the Washington Post.
A major difference between corporate and product advertising is who pays for each of the two types of advertising. A company’s marketing department typically responsible for all product-related advertising and pays for such ads out of its own budget. Corporate advertising, on the other hand, falls within the corporate communication area and either comes out of that budget or, in some cases, is paid for by the CEO’s office.
Purpose for product advertising is to deliver the features of the products and sale the products. A product features can be price, design, quality, size, color, material used etc. importantly product advertising delivers the benefits of the products provided by the company.
Here is a video of product advertisement: - http://www.youtube.com/watch?v=PhdLI6l8YAg
This advertisement tells about different features of Nokia – 6300 mobile.
Product advertising is different from the corporate advertising, it talks about the features of product and corporate advertising tells about the corporations and try to build unique image of the products.
References:
Argenti, Paul A. (2007). Corporate communication (4th ed.), McGraw-Hill Irwin, ISBN: 0072990546
No comments:
Post a Comment