2. What is corporate advertising ?
Corporate Advertising - A form of
institutional advertising focusing not on a
particular product or product range but on
the organization itself.
The primary purpose is promoting the
name, image, personnel, or reputation of a
company, organization, or industry.
Promotes the organization
An extension of the PR function
Does not promote a specific
product or service
3. • Larger corporations which tend to be more diversified use corporate advertising to
establish a coherent reputation out of a variety of activities, products and services.
• Controversial companies like Cigarette companies, oil companies and
pharmaceutical companies use corporate advertising to deal their image problems.
• A good corporate advertising can clarify and enhance a company’s reputation.
• In a closer look the companies invest in corporate advertising campaigns for three
main reasons:
• Increase Sales,
• Create a Stronger Reputation
• Recruit and Retain Employees
Who Uses Corporate Advertising and Why?
4. Create a positive
image for the firm
Smooth labor
relations
Communicate the
organization’s
viewpoint
Boost employee
morale
Establish diversified
company’s identity
Help newly
deregulated
industries
Help newly
deregulated
industries
Smooth labor
relations
Boost employee
morale
Communicate the
organization’s
viewpoint
Create a positive
image for the firm
Objectives of Corporate Advertising
Objectives
5. Objectives :
1. To create awareness about the existence of the company & purpose for which is
had been established.
2. To give it a recognizable identity.
3. To give a sense of belonging to the employees & the internal public.
4. To project an image of the organization amongst the external publics as one,
which was helping to ensure a fair distribution of vital but scarce commodity.
16. • Corporate brand campaign ‘Rishton mein hum jeete hain’
• Cars from Maruti Suzuki are an intrinsic part of the lives of Indians from
different parts of the country
• Showcasing festivals of India, starting the ad with Eid, then Ganesh
chaturthi, Diwali, Durga Pooja, Holi, and Chritmas shown with families
celebrating together
• The TVC ends with the voice over saying, “Maruti Suzuki: For a festival
called life.”
Maruti Suzuki celebrates the festival called life
17. • The agency was tasked with executing a commercial that would underline the
leadership of the Maruti Suzuki brand
• The deep relationship that existed with the Indian car buyer, based on the
immense trust and goodwill earned over decades of delivering quality and
service.
• The brief is grounded in the emotional benefit they deliver
• A drive into a better day, a better way of life
• Thus the brand finds natural place with the Indian families in their most
joyous celebrations of life and relationships
Maruti Suzuki celebrates the festival called life
18. Case: Amway to use corporate ad campaign in India to communicate
25 October 2002
Mumbai: Amway India Enterprises, the multilevel direct marketing company, which
has grown into a global multibillion corporation exclusively by word of mouth
publicity, is now planning to use corporate advertising to communicate to its
customers, though in a limited manner. And India is the first country where the
company plans to use the mode of advertising.
Amway India managing director and CEO William Pinckney says: “Amway is growing
fast in India and corporate advertising at this stage will be beneficial to its
distributors, prospective distributors, customers and prospective customers. It will
also add to the increased awareness and appreciation of the company.”
He emphasizes that it would not have a real change in Amway’s communication
strategy. “The company still relies mainly on the word of mouth, and the ad
campaign in India is a low-key affair.”
19. He says Amway’s ad campaign focuses on the business opportunities thrown up
by the company, its corporate values and commitment. “More importantly, ads
mention very distinctly about one of its important unique selling points, which
is the 100-per cent customer satisfaction or money-refund policy commitment
towards India is found necessary if only to supplement the efforts the company’s
distributors continued to put in.”
The ad campaign, he feels, will enhance the receptivity of Amway products, and
with it the business opportunities, and enable distributors to reach out to a much
larger audience and much faster.
Amway India clocked a turnover of Rs 553 crore in the year ended 30 September
2001 and is targeting a turnover of Rs 700 crore for the coming year. From a six-
product company ii 1998, the company now sells 33 products through 3 lakh
distributors and is present in four categories - personal care, home care,
nutrition and cosmetics.
20. Amway India is a wholly owned subsidiary of Amway Corporation and was
established in August 1995 after getting approval from the Foreign
Investment Promotion Board. The company commenced commercial
operations on 5 May 1998.
The company manufactures all its products in India through three third-party
manufacturers. Till now, it has invested in India in excess of $35 million, of
which $6 million is in the form of foreign direct investment.
21. Blendtec is famous for its bevy of inexpensive “Will It Blend” videos posted on YouTube
and shared by millions.
Corporate Advertising In Digital Space
22. Best Western is a chain of hotels who sponsors a blog, “On the Go with Amy,” where
the author travels the country writing about her experiences.
23. Starbucks started MyStarbucksIdea so that customers can submit ideas for the
company which are then voted on by other users, the best of which will be implemented
by the company.
24. • Dell leverages a variety of social media platforms for customer engagement,
including an island in the virtual world of Second Life.
• HSBC built the HSBC Business Network to connect entrepreneurs using blogs, videos
and forums.
• McDonalds maintains a blog to highlight the company’s corporate social
responsibility efforts.
• Southwest Airlines employees share their stories and communicate directly with
customers through the “Nuts About Southwest” blog.
• Toyota started its own virtual world to promote its products in Japan (site is in
Japanese).
• Visa launched The Visa Business Network application on Facebook to connect small
business users and to help them promote their businesses to a larger community.
