Companies use corporate advertising; image advertising, and advocacy advertising from time to time. How are these advertising methods? What are the circumstances under which they are used?

Question

What will be an ideal response?

Answer 1

Companies do not have free access to the media and cannot control what they write. In order to have control, many companies utilize "corporate advertising" which is generally considered part of the PR function. A company or organization pays for the corporate advertising. In the context of IMC, corporate advertising is often used to call attention to the company's other communications efforts, rather than enticing the customers. On the other hand, "image advertising" enhances the public's perception of a company, creates goodwill, or announces a major change, such as a merger or acquisition. Global companies frequently use image advertising in an effort to present themselves as good corporate citizens in foreign countries. In "advocacy advertising," a company presents its point of view on a particular issue. Examples of such advertising methods include the following: Nokia purchased full-page newspaper ads to congratulate the University of Florida Gators for winning the 1997 Sugar Bowl. Also, Japan's Fuji Photo Film did an advertising campaign in the United States while they were competing with Kodak. They were able to secure a contract with Walmart, which gave them access to many customers of a large discount store. Thus, companies use advertising for enhancing their image, advocating a cause, or putting their point across to consumers, regulatory agencies, suppliers, competitors, or government at home or in a foreign country.