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Corporate Image & Issue Advertising: Definition & Examples

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  • 0:04 What Is Corporate Advertising?
  • 0:34 Corporate Image Advertising
  • 2:15 Corporate Issue Advertising
  • 3:33 Lesson Summary
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Lesson Transcript
Instructor: Sean Kennedy

Sean has 8 years experience as a supervisor and has an MBA with a concentration in marketing.

This lesson will focus on the promotion of a company or a specific issue. In this lesson, we will discuss corporate advertising, corporate image advertising, and corporate issue advertising.

What Is Corporate Advertising?

Say a company called Eco Handbags has decided to up their marketing game by using corporate advertising. Corporate advertising does not focus on individual products but instead concentrates on the image or social issues of a company. It's a useful tool used by many businesses to broaden their marketing strategy beyond their products. Eco Handbags will use both corporate image advertising and corporate issue advertising. Let's take a look at both.

Corporate Image Advertising

Corporate image advertising is when a company promotes itself to help portray a positive perception, increase brand awareness, and appear relevant. This type of advertising may be used to promote the company to stakeholders, investors, and potential suppliers. The overall goal is not just for customers to buy their products, but to associate or imagine the company in a positive light, increasing loyalty to the brand.

As a business owner, you want to gain a good rapport with customers, potential investors, and suppliers. But watch out, image is just public perception, not a reflection of fact, and public opinion can change quickly. For instance, the gas company BP was known as a strong company. After the Deepwater Horizon oil spill in 2010, where eleven workers were killed and environmental damage was detrimental, the company got a negative image perception overnight.

Eco Handbags decides to advertise a positive environmental image. They show how they are helping the environment by using recycled products while still maintaining a high-quality look for their handbags for women. This message helps create a positive image in the mind of customers and all people involved in the process of getting this product to stores.

Eco Handbags uses earthy colors and associated fonts to help promote a natural look for the company and stand out to consumers. They also use the recycle logo on bags to remind consumers that they know the importance of recycling. They'll also put environmental news and facts on social media along with advertising for their own environmental efforts, all to promote a certain image.

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