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CSR
The Theory says;
Do CSR out of profit.
The Practice indicates;
Make profit out of CSR.
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Corporate Advertising
Advertising used by large corporations
to sell themselves.
The primary function of corporate
advertising is to enhance tolerance
between publics and organization
through information delivery and sharing.
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Corporate Ad & Product Ad
Image development vs. Product selling
Corporate advertising or commonly
known as institutional advertising
promotes a company image, rather than a
specific brand.
It attempts to create goodwill and the desired
perception of an entire company, rather than
one brand or product.
Product advertising is trying to promote and
sell a specific brand or product.
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Corporate advertising OR
institutional advertising takes a
much broader approach, concentrating
on the philosophy, vision and mission of
a particular industry or agency.
Organizations often use it to promote
image-building activities, such as
environment-friendly business practices,
caring society or new community-based
programs that it sponsors & advocates.
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Corporate advertising is closely related
to public relations, since both are interested in
promoting a positive image of the company to
the public.
As an example, a large lumber/timber company
may develop an advertising theme around its
practice of planting trees in areas where they
have just been harvested. A theme of this
nature keeps the company's name in a positive
light with the general public because the
replanting of trees is viewed positively by most
people.
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Approaches of Corporate Ad
Image
advertising
Petronas
Advocacy
advertising
Kurnia Insurance
Cause-related
advertising
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(Goodwill, Caring Society, etc.)
(Road Safety Campaign)
Ministry of Health
(H1N1 Campaign/HPV)
Critics on Corporate Advertising
1. Adds to the cost of products & services.
2. Reduces competition and create
monopolies.
Types of Corporate Advertising
1.
2.
3.
4.
Public relations Advertising
Institutional Advertising
Cooperative advertising
Recruitment Advertising
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Theory Indication
of Good Corporate Advertising
Companies that spent more money on
corporate advertising were rated higher in
areas such as;
1. Product quality,
2. Innovative research and development,
4. Good financial record,
5. Competent management,
6. Responsiveness to consumers,
7. Honesty, and responsiveness to
employees.
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Corporate Advertising
Corporate image (or identity) advertising
To increase a company’s recognition or
establish goodwill for the company and its
products
Eg. Petronas, TM, TNB, etc.
Corporate issue advertising (advocacy ad.)
To take a position on a controversial
social issue of public importance in hopes
of controlling public opinion
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Objectives of Corporate
Advertising
1. Image development
2. Attract investors - financial/investment
enhancement
3. Issue management
4. Increase awareness of companies
activities
5. Improved tarnished image.
6. Attract quality employees.
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Corporate Advertising Goals;
1. Enhancement of the company's
reputation,
2. Support for products and services,
3. Development of business interests,
4. Advocacy of a position or issue, and
public communication of the company's
social and environmental actions.
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Good Corporate Advertising
1. Good corporate ad should educate
the publics/audiences.
2. Good corporate ad should be
*Legal
*Honest
*Truthful.
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Steps in Creating Corporate
Advertising Campaign
Determine the
advertising objectives.
Make creative decisions.
Make media decisions.
Evaluate the campaign.
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