Types: Corporate advertising

 

This paper provides is a wide-ranging description on the reasons why corporate advertising is needed and its key traits. It outlines the need for communication, especially with shareholders and potent ...

This case study is an edited version of the winning submission for the Marks & Spencer campaign in the 2006 IPA Advertising Effectiveness Awards. The case history is exemplary as an example of how to ...

Tom Harper, managing director of ACNielsen Ireland, and Michael Cluff, international managing director of Media Audits, analyse the ESOMAR data on per capita adspend and expenditure on market research ...

This paper deals with the specific research methods and tools used to help UBS develop a global corporate brand with credible appeal to high net worth customers who think of he individual advisor as t ...

Marketers are getting their groove back. But if the year ahead heralds the “return of marketing,” it certainly won't be marketing as we know it.

One of America's greatest inventors, Benjamin Franklin, once said “glass china and reputation are easily cracked, but never well mended.” A simplistic and thankfully outdated notion, yet with an eleme ...

This paper focuses on an integrated and holistic approach to reputation management. This approach, using the new software package HARMONI, enabled the research unit to incorporate a number of key stud ...

There is a lack of trust in banks and other financial institutions and the media often portray them as unethical. This Belgian paper describes how journalists view the financial industry, what scholar ...

Larry McNaughton’s company CoreBrand has a long history of linking the impact of the corporate brand with a company’s stock price, and providing brand equity information in quantified financial terms. ...

The primary purpose of this study is to explore and explain the concept of the Web site as corporate advertisement. Three coders analyzed 160 corporate Web sites. Corporate Web sites are able to combi ...

The author argues that while the 'brand' is in the domain of marketing, 'reputation' is the area of public affairs, and he believes that this demarcation is likely to be detrimental to the company. H ...

This 'best practice' piece is a wide ranging description on the reasons why corporate advertising is needed and its key traits. It outlines the need for communication, especially with shareholders and ...

One of the most audacious infrastructure projects in recent times has been the building of Hong Kong's new international airport and rail link . The assignment was won to develop an identity for the ...

The initial launch of a new global corporation entails a new corporate brand and introducing the new company to a host of different target groups and stakeholders. But what about the sharp end? Whil ...

The stimulus for this article was the cover of a recent issue of the Journal of the Royal Society of Arts entitled 'The end of corporate identity'. The article listed ten reasons for the impending fa ...

The author argues that a company's annual report is often an unrealised marketing opportunity. It should be used as a visual and verbal articulation of the brand to its principal stakeholders. He il ...

The on-air marketing communications of UK television have developed significantly over the past decade. Yet despite their salience and their increasing strategic importance to broadcasters, the topic ...

New consumer shopping patterns are developing all the time. Retail strategy needs to be guided by a deeper understanding of shopper behaviour and segmentation. One way to achieve this is the use of co ...

Following content analysis of American and European grocery products which showed that few products have only one brand name on them and that directly competing firms vary in the corporate name strate ...

The author outlines the background to the Kraft Foods Equity initiative, an integrated marketing programme linking together all Kraft's major brands in the USA. This was rooted in changing consumer v ...

New evidence presented of the benefits associated with TV sponsorship of the Olympic Games, based on a series of research studies by NBC Research since the 1998 Games. A model used to analyse the data ...

The author reviews the state of corporate communications activity in the USA in 1998, and concludes that the future of advertising will be shaped by corporate branding, ROI and the Internet.

The author discusses the role, purpose and effectiveness of corporate advertising - and concludes that it a critical part of any company's marketing mix.

Carrefour's planned 1994 birthday celebration had a strong promotional theme with the prime objectives being to increase the number of customers while reinforcing the low price image. The results saw ...

Logos (logotypes) are corporate emblems or symbols of identity that are designed to convey an organisation's identity to its members and to outsiders. Current postmodernist influences involving aesthe ...

A variety of factors motivate managers of firms to change advertising slogans. Principal among these factors is the desire to improve the financial performance of the firm, which should be viewed posi ...

This analysis compares US and Japanese corporate advertising to refine a framework for classifying corporate advertising, and to highlight differences in the corporate-society environment which influe ...

Describes the long-term television campaign by Lloyds Bank directed at generating and increasing commitment among customers. Initial qualitative research investigated what constitutes commitment. Camp ...

A study of Abbey National's corporate advertising during 1989. Reason for the campaign: to maintain goodwill whilst changing the company's status to plc. Research revealed concerns among customers, es ...

`Communication' is what your staff and other audiences hear, and how they respond, not what you think you have said. The author describes `Cybernetic Communications', a considered approach to corporat ...