CORPORATE VS PRODUCT ADVERTISING

As Corporate advertising is one of the easy and fastest ways to communicate the company’s identity, it acts like an umbrella covering for any product that is associated with that company. Because of this strong association, any corporate advertising campaign should be strategic and consistent. 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.
In general corporate image advertising” brand” a company the way product advertising brands a product.

The overall communication strategy of corporate advertising can be distinguish into three broad categories they are

1.Image

2.Financial advertising

3.Issue advocacy

When a company merges and enters a new business, corporate advertising helps the organization to explain their new vision, organization, and strategy to its constituencies.

There are various kinds of corporate advertises which are used to develop the organization
1) Advertising to reinforce identity or Enhance Reputation
2) Advertising to attract investment
3) Advertising to Influence Opinions
4) Advertisement to increase the sale
5) To create a stronger Reputation
6) And finally to Recruit and Retain Employees.

Difference between corporate and product advertising

• A company’s market department is responsible for all product related advertisement where as on the other hand corporate communication area is responsible for corporate advertisement.


• Corporate add is based on corporations and the product add is based on the product.


• In corporate advertisement focus is based on image and identity where as in product advertisement the focus in on the product.


• On the whole corporate advertisement helps companies communicate their message to a wide audience quickly and efficiently, but at a rather high price. over all corporate advertising can be a tremendous resource in positioning the organization for future success.

EXAMPLE:-

Dennis Kozlowski former CEO of Tyco and Mark Swartz former CFO had built a confusing environment inside the organization due to which even the company’s own employees were unsure what business Tyco was in. later Jim Harman was put into the post of Vice president of corporate advertising and branding, by new CEO Ed Breen.AS Harman had a experience of working with General Electric campaigns, he used those ideas in building the businesses, product, and services of Tyco. Tyco used the tagline “a vital part of your world” in several print ads that portray the company’s products and services as integral to daily life. The ads feature a background of mare than 6500 words listing Tyco products and services. The words from a picture, such as a baby or a firefighter, demonstrating the importance and vitality of Tyco’s offering. And indeed in 2005, Tyco won an award for best corporate advertising from IR magazine.

REFERANCE:-

http://www.bravia-advert.com/

http://en.wikipedia.org/wiki/IBM