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orpora e ver s ng
By: Eng Leaphea, MBA1
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HAPTER
4 Corporate Advertising
Corporate Advertising
1. Advertising Form2. Objectives of Corporate Advertising
3. T es of Cor orate Advertisin4. Advantages and disadvantages of
5. Measuring the Effectiveness of Corporate
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Forms of Advertising
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Forms of Advertising
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Forms of Advertising
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Forms of Advertising
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m v n
Back DropBanner
Display ShowAcrylic, Wooden, Aluminum
Signage
Shop Sign Parasol, Umbrella
Balloon
Light Box
oar oa ow
Booth decoration
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1. Advertising FormBack drop
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1. Advertising FormBanners
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1. Advertising FormBanners
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1. Advertising FormSignboard
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1. Advertising FormShop sign
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1. Advertising FormBillboards
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1. Advertising FormLight boxs
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1. Advertising FormCar-Bus Printing /Painting
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1. Advertising FormMotor bike Printing /Painting
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1. Advertising FormDisplay Works
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1. Advertising FormAcrylic Works
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1. Advertising FormBalloon
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1. Advertising FormParasole
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1. Advertising FormRoad Show
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1. Advertising FormBoothdecoration
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1. Advertising FormDisplay
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1. Advertising Form
Fiberglass work
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1. Advertising Form
ATM
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1. Advertising Form
Offset-Silkscreen
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1. Advertising Form
ID Card/Member card
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1. Advertising Form
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1. Advertising Form
X-Stand
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1. Advertising Form
Premium gifts
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1. Advertising Form
Premium gifts: cap
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CA One of the more controversial forms of
v r i in i or or t v rtisin A ll n
extension of the public relations function,cor orate advertisin does not romote an one
specific product or service.
Rather, it is designed to promote the firm overallby:
Enhancing its image,
Assuming a position on a social issue or cause, or Seeking direct involvement in something.
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CA Why is corporate advertising controversial? A number
of reasons are offered:
1. Consumers are not interested in this form of ads.A Gallu and Robinson stud re orted in Advertisin
Age found consumers were 35 percent less interested
in corporate ads than in product-oriented ads. Thismay be because consumers do not understand the
reasons behind such ads. Of course, much of this
confusion results from ads that are not very goodfrom a communications standpoint.
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CA Why is corporate advertising controversial? A number
of reasons are offered:
2. Its a costly form of self-indulgence.to satisfy the egos of top management. This argument stems from the
fact that corporate ads are not easy to write. The message to becommunicate is not as precise an speci ic as one esigne to
position a product, so the top managers often dictate the content of
the ad, and the copy reflects their ideas and images of the
corporation.
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CA Why is corporate advertising controversial? A number
of reasons are offered:
3. The firm must be in trouble.advertising is when they are in troubleeither in a financial sense
or in the public eyeand are advertising to attempt to remedy thepro em. ere are a num er o orms o corpora e a ver s ng, eac
with its own objectives. These critics argue that these objectives have
become important only because the firm has not been man-
aged properly.
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CA Why is corporate advertising controversial? A number
of reasons are offered:
4. Corporate advertising is a waste of money.-
stood, and do not promote anything specific, critics say
the monies could be better spent in other areas. Again,muc o s argumen as s oun a on n e ac a
corporate image ads are often intangible. They typically
do not ask directly for a purchase; they do not ask for
investors. Because they are not specific, many criticsbelieve their purpose is lost on the audience and these ads
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1. Ob jec tives of Corporate Advertising
Corporate advertising may be designed with
crea ng a pos ve mage or e rm
(2) communicating the organizationsviews on social, business, andenvironmental issues.
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1. Ob jec tives of Corporate Advertising
More specific applications include: oost ng emp oyee mora e an smoot ng
labor relations. e p ng new y eregu ate n ustr es ease
consumer uncertainty and answer investor
ques ons.
Helping diversified companies establish an
en y or e paren rm ra er anrelying solely on brand names.
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2. Types of Corporate Advertising
2.1. Image Advertising
number of objectives, including: creating goo wi ot interna y
and externall creating a position for the company,
generating resources, both human
41and financial.
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T f C Ad i i
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2. Types of Corporate Advertising
2.1. Image Advertising