CORPORATE ADVERTISING

Product Advertising:
Product Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinforcement of "brand image" and "brand loyalty". For these purposes, advertisements sometimes embed their persuasive message with factual information. Every major medium is used to deliver these messages, including television, radio, cinema, magazines, newspapers, video games, the Internet and billboards. Advertising is often placed by an advertising agency on behalf of a company or other organization.

Corporate Advertising:
Any corporate advertising campaign should be strategic and consistent. Corporations need to know how to communicate internally and externally to be successful. Corporate advertising is the paid use of media that seeks to benefit the image of the corporation as a whole rather than its products or services alone. A company’s marketing department is responsible for all product-related advertising and pays for such ads whereas corporate advertising falls within the corporate communication area. The bigger the company, the more likely it is to have a corporate advertising program. Corporate advertising helps to increase sales, to create a stronger reputation and to recruit and retain employees.
The three broad categories in which companies choose a strategy are image advertising, financial advertising and issue advocacy. Image advertising may be used when companies merge or enter new business. Companies are analyzing the image they want their constituents to have and can apply this to their corporate advertising. Analyst must analyze hundreds of companies with the possibility of investing companies with the possibility of investing in only one. Through corporate advertising companies can emphasize the strengths and future outlook of the company. Advocacy advertising typically deals with controversial subjects. This type of advertising can have inherent risks.
Companies must maintain a reputation and a good way to do this is to have corporate advertising. BIG BAZAAR has been changing their image and they have been doing this by advertising how the company is about the home and living better. It is no longer about a cheap price, but how they can provide everything for your home and life.

Example: In the advertisement of Volvo S80 the company had described the features and price targeting the customers. Product advertising is designed to stimulate demand for a general product category. Because the aim is to increase the size of the industry as a whole, this strategy is usually adopted during the early stages of the product life cycle.

References: http://www.ana.net/ http://en.wikipedia.org/wiki/Association_of_National_Advertisers
http://www.marketwire.com/mw/release.do?id=867975