As discussed earlier companies image can be improved through corporate advertising. Corporate advertising helps sending a message to the public. Corporate ads basically try to tell the message about the company. It's playing a crucial role in challenging environment. It tries to influence opinion about the company among the consumers. Companies spend millions of money for advertisement which has a huge impact on the consumers mind. A corporate advertising emphasizes on the corporation alone and tries to communicate its identity to create a positive image in the minds of its constituencies. On the other hand product advertising communicates only about one particular product. One of the major differences between product and corporate advertising is who pays for the advertisement. The payment for the product advertising comes typically comes from the marketing g budget, where as the corporate advertising comes under the purview of corporate communication. Some times the corporate advertising is paid by the CEO's office.
Corporate advertising endeavors to create a positive image in the minds of the customers. The ITC (Indian Tobacco Company) entered various segments recently including food apparels and stationery. ITC created a social responsibility ad on child welfare. This ad concentrated on orphans and destitute children. The ITC gave certain percentage of their profits coming out of these ventures to these children. This ad changed the company's bad image to a socially responsive image.
http://www.digibarn.com/collections/ads/ibm-50s/IBM%20Corporate%20Adverts%20LR%201948%20-1954.pdf
EXPERIENCE
By seeing corporate advertising we will come to know what the company is trying to say. These advertising has there own uniqueness to speak about the message about the company.
Product advertising speaks about what the consumer wants. They try to satisfy the consumer.
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