Corporate Advertising

One of the easiest and fastest ways to communicate an organization’s identity is through advertisement.

What is corporate advertising?

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.” A major difference between corporate and product advertising is, who is paying for it (marketing department for product against CEO office for corporate advertising).

There are three categories of corporate advertisement: Image advertisement, financial advertisement and issue advocacy.

Who uses corporate advertising and why?

Over half of the largest companies in the USA do have corporate advertising programs. Companies in controversial industries (e.g. cigarettes industry) are more likely to create corporate advertising programs, to enhance their reputation. The reasons for companies to invest in corporate advertisement campaigns are to increase sales, to create a stronger reputation, and/or to recruit and retain employees.


Corporate advertising helps a company to communicate its messages to its constituencies. it is a quick and efficient way of communication but unfortunately at very high costs. The high costs combined with the difficulties in measuring the effects of corporate advertising will shy away some managers. 

“On the web, a growing number of corporate blog have appeared durning the last years. To be successful a blog has to be realized carefully. According to Kevin O’Keefe, from the Northeastern University, five criterias must be respected to achieve this goal: 

  1. Culture- If you’ve got culture traits that are interesting to people (think Google) or if you’ve got culture problems (think Dell or Microsoft), showing what your company’s culture is really like is a great reason to blog. With the Google scenario, you’re giving customers a glimpse into a fascinating company, and giving behind-the-scenes info on a universally loved brand. On the other hand, when you’re dealing with consumer distrust or bad PR, blogging (if done correctly) can help repair a tainted reputation.
  2. Transparency- Blog readers want to read authors they can trust. They don’t want to read blog posts by a company that is trying to take a thinly veiled approach at hawking their products. It really is a balancing act. Sure, your company’s blog can help sell products/services. But at the same time, you don’t want to seem like like you’ve got too much of an agenda.
  3. Time- It takes time and research to write a worthwhile blog.
  4. Dialogue- You’ve got to talk with your audience. You’ve read the cliche “Blogs are a conversation.” Well, they are. And successful blogs are conversations between the audience and the writer(s).
  5. Entertaining writing- When the blogger brings a unique style to the blog, it makes the blog so much more interesting.
This a part of the communication department mission to use all the mean of communication and blogs are increasingly used.”

Best Corporate Blogs

Daewoo Motor Corporate ad



Published in: on July 2, 2008 at 10:34 am  Leave a Comment  

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