Public Relation Chapter04

8/2/2019 Public Relation Chapter04

1/42

orpora e ver s ng

By: Eng Leaphea, MBA1


2/42

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

AdvertisingPrepared By: Eng Leaphea, MBA


3/42

Forms of Advertising

3

Prepared By: Eng Leaphea, MBA


4/42


4



5/42


5



6/42


6



7/42

7



8/42

m v n

Back DropBanner

Display ShowAcrylic, Wooden, Aluminum

Signage

Shop Sign Parasol, Umbrella

Balloon

Light Box

oar oa ow

Booth decoration

,



9/42

1. Advertising FormBack drop

9



10/42

1. Advertising FormBanners

10



11/42

1. Advertising FormBanners

11



12/42


13/42

1. Advertising FormSignboard

13



14/42

1. Advertising FormShop sign

14



15/42

1. Advertising FormBillboards

15



16/42

1. Advertising FormLight boxs

16



17/42

1. Advertising FormCar-Bus Printing /Painting

17



18/42

1. Advertising FormMotor bike Printing /Painting

18



19/42

1. Advertising FormDisplay Works

19Prepared By: Eng Leaphea, MBA


20/42

1. Advertising FormAcrylic Works



21/42

1. Advertising FormBalloon



22/42

1. Advertising FormParasole

22



23/42

1. Advertising FormRoad Show

23



24/42

1. Advertising FormBoothdecoration

24



25/42

1. Advertising FormDisplay

25



26/42

1. Advertising Form

Fiberglass work

26



27/42

1. Advertising Form

ATM

27



28/42

1. Advertising Form

Offset-Silkscreen



29/42

1. Advertising Form

ID Card/Member card



30/42

1. Advertising Form



31/42

1. Advertising Form

X-Stand

31



32/42

1. Advertising Form

Premium gifts



33/42

1. Advertising Form

Premium gifts: cap



34/42

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.

34



35/42

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.

35



36/42



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.

36



37/42



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.

37



38/42



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

38



39/42

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.

39



40/42

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.

40



41/42

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.


T f C Ad i i


42/42

2. Types of Corporate Advertising

2.1. Image Advertising

Documents

Public Relation Chapter04