Corporate Advertising

Roderick White

This paper provides is a wide-ranging description on the reasons why corporate advertising is needed and its key traits.

Corporate advertising 

Roderick White

Corporate advertising is usually easy to recognise, but can be hard to define (4). It is advertising for an organisation, rather than a brand (even if the company and brand names are identical) (1, 9); it is generally targeted at a wider range of stakeholders (investors, government, opinion formers, employees, distributors, for example (4, 7)) than is brand advertising, where the target is primarily end-users/consumers/customers; and its role is primarily to influence the company’s reputation, rather than to make a sale.

In practice, corporate ad ...

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