Corporate Advertising C t Ad ti i

By: Eng Leaphea, MBA

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Corporate Advertising

1. Advertising Form 2. Objectives of Corporate Advertising 3. Types of Corporate Advertising yp p g 4. Advantages and disadvantages of Corporate Advertising 5. Measuring the Effectiveness of Corporate Advertising
Prepared By: Eng Leaphea, MBA

Forms of Advertising

Prepared By: Eng Leaphea, MBA

Forms of Advertising

Prepared By: Eng Leaphea, MBA

Forms of Advertising

Prepared By: Eng Leaphea, MBA

Forms of Advertising

Prepared By: Eng Leaphea, MBA

Prepared By: Eng Leaphea, MBA

Forms of Advertising
Back Drop Banner Signage Shop Sign Billboard Billb d Light Box Car, Car Bus Painting/ Sticker Display Show Acrylic, Wooden, Aluminum Balloon Parasol, Umbrella Road Show R d Sh Booth decoration Others

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1. Advertising Form
Back drop

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1. Advertising Form
Banners

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1. Advertising Form
Banners

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1. Advertising Form
Signages

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1. Advertising Form
Signboard

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1. Advertising Form
Shop sign

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1. Advertising Form
Billboards

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1. Advertising Form
Light boxs

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1. Advertising Form
Car-Bus Printing /Painting

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1. Advertising Form
Motor bike Printing /Painting

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1. Advertising Form
Display Works

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1. Advertising Form
Acrylic Works

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1. Advertising Form
Balloon

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1. Advertising Form
Parasole

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1. Advertising Form
Road Show

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1. Advertising Form
Boothdecoration

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1. Advertising Form
Display

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1. Advertising Form
Fiberglass work

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1. Advertising Form ATM

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1. Advertising Form Offset-Silkscreen

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1. Advertising Form
ID Card/Member card

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1. Advertising Form

Room sign

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1. Advertising Form X-Stand

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1. Advertising Form Premium gifts

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1. Advertising Form
Premium gifts: cap

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 CA
One of the more controversial forms of advertising is corporate advertising. Actually an extension of the public relations function, corporate advertising does not promote any one p g p y specific product or service. Rather, it is designed to promote the firm overall by: Enhancing its image, Assuming a position on a social issue or cause, or Seeking direct involvement in something.
Prepared By: Eng Leaphea, MBA
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 CA
Why is corporate advertising controversial? A number of reasons are offered:

1. Consumers are not interested in this form of ads.

A Gallup and Robinson study reported in Advertising p y p g Age found consumers were 35 percent less interested in corporate ads than in product-oriented ads. This p p may be because consumers do not understand the reasons behind such ads. Of course, much of this confusion results from ads that are not very good from a communications standpoint.
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 CA
Why is corporate advertising controversial? A number of reasons are offered:

2. Its a costly form of self-indulgence.

Firms have been accused of engaging in corporate image ads only to satisfy the egos of top management. This argument stems from the fact that corporate ads are not easy to write. The message to be communicated i not as precise and specific as one d i d to i d is i d ifi designed position a product, so the top managers often dictate the content of py g the ad, and the copy reflects their ideas and images of the corporation.

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Why is corporate advertising controversial? A number of reasons are offered:

3. The firm must be in trouble.

Some critics believe the only time firms engage in corporate advertising is when they are in troubleeither in a financial sense or in the public eyeand are advertising to attempt to remedy the problem. Th bl There are a number of f b f forms of corporate advertising, each f t d ti i h with its own objectives. These critics argue that these objectives have become important only because the firm has not been managed properly.

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 CA
Why is corporate advertising controversial? A number of reasons are offered:

4. Corporate advertising is a waste of money.

Given that the ads do not directly appeal to anyone, are not underunder stood, and do not promote anything specific, critics say the monies could be better spent in other areas. Again, much of thi argument h it f h f this t has its foundation i th f t th t d ti in the fact that corporate image ads are often intangible. They typically do not ask directly for a purchase; they do not ask for investors. Because they are not specific, many critics believe their purpose is lost on the audience and these ads are not a wise investment of the firms resources. firm s
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1. Objectives of Corporate Advertising

Corporate advertising may be designed with 2 goals in mind: (1) creating a positive i ti iti image f th fi for the firm (2) communicating the organizations views on social, business, and environmental issues.

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1. Objectives of Corporate Advertising More specific applications include: B ti employee morale and smoothing Boosting l l d thi labor relations. H l i newly deregulated i d t i ease Helping l d l t d industries consumer uncertainty and answer investor questions. ti Helping diversified companies establish an identity f th id tit for the parent firm rather th t fi th than relying solely on brand names.
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2. Types of Corporate Advertising

2.1. Image Advertising

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Image advertising may accomplish a number of objectives, including: creating goodwill b h internally d ll both ll and externally, y, creating a position for the company, and generating resources, both human and financial.
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2. Types of Corporate Advertising

2.1. Image Advertising