What is Corporate Advertising? How does Corporate Advertising make your business grow?

Coming across this term, today, called Corporate Marketing, I thought why not write about it since advertisement plays a massive role in the branding of any kind of product, service, or company. But! Corporate advertising focuses on advertising the company to its customers than their products or services in order to improve its goodwill in the market as well as its image, or possibly to promote the organization or company. Thus, it is an extension of Public Relations.

These companies invest in improving the whole image of the company itself. They aim to ensure that the company is authentic and ethical and all its brands and products are secondary. The primary focus of these companies is their customers, which is what they try to prove through corporate advertising as in convincing the customer to trust their brand.

Corporate advertising can be done via

  • Television, radio, etc.
  • Billboards
  • Newspapers and magazines

There are 4 types of corporate advertising commonly used by organizations that are as follows:

  • PR Ad: Based on maintaining and improving customer relations with labor, government, suppliers, and customers. Designed to enhance a company’s general community citizenship and to create public goodwill by engaging in PR sponsoring art events, programs on television, etc. The objective is not directly aimed at generating sales rather on the strength and reliability of the company as a whole, the integrity that the business employs in all its business relationships, and how the company seeks to improvise the circumstances of the geographic locations where it operates.


  • Institutional Ad: Aimed at creating an image, enhancing reputation, building goodwill, or advocating an idea of an organization, instead of sales promotion. When employed by an organization to market itself it is called corporate advertising. 

Institutional Ads serve these purposes to:

  • report company’s achievement or accomplishment
  • position company competitively in the market place
  • reflect a change in corporate personality
  • shove up stock prices of companies 
  • improve employees morale
  • Prevent communication problems with agents, dealers, suppliers, customers, etc.


Corporate Identity Ad: Corporate identity is when there is common ownership of an organizational philosophy that is manifest in a distinct corporate culture — the corporate personality. At its most profound, the public feel that they have ownership of the organizational philosophy. Often referred to as organizational identity, corporate identity helps organizations to answer questions like “who are we?” and “where are we going?” Also, corporate identity allows consumers to denote their sense of belonging with particular human aggregates or groups. It is usually visibly manifested by the way you are branding or advertising and the use of trademarks. Many companies invest large amounts of money for the research, design, and execution involved in creating an identity that is extremely distinguishable and appealing to the company’s target audience.

Companies like McDonald’s, have their own identity that runs through all of their products and merchandise. The trademark “M” logo and the yellow and red appear consistently throughout the McDonald’s packaging and advertisements as a part of its branding.


  • Recruitment Ad: Recruitment advertising covers the processes, methods, design, and branding principles that employers use when they post jobs online or through offline channels like newspapers or magazines.

It consists of job postings,  PR, and other information initiatives designed to create interest in employees and find employees for the company including the operation of information kiosks, participation in job fairs, distribution of materials like brochures at campus visits, and media coverage of the company. Today, the digital world is filled with a plethora of advertising channels, outlets, and technologies are vast.

To wrap up, I would say corporate advertisement plays a major role in making a company. For taking your business to a higher level, it is important to introduce your name to the public first.

by Nehit_Verma , Nov. 27, 2020, 11:43 a.m.

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