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 ...