CORPORATE COMMUNICATION ADVERTISING PRINCIPLES

By

Assenga Vera C

Institutional advertising can be defined as the promotional message aimed at creating an image, enhancing reputation,building goodwill or advocating an idea or the philosophy of an organization, instead of sales promotion.

When employed by an organization to market it self (instead of its product) it is called CORPORATE ADVERTISING.

TYPES OF INSTITUTIONAL ADVERTISING.

IMAGE ADVERTISING Seeks to show human face of the advertiser or create a positive environment of opinion by building name recognition linking the advertiser with positive values and showing favourable public awareness.

It has four objectives namely;
1.Increase awareness
2.Extend familiarity
3.Influence attitudes
4.induce actions

Many organizations use this method to communicate values that may not be reported through other media channels.

There are four forms

a).Organisation identification adverts - aim to increase awareness of the organization name or logo on the public,potential client

b)Goodwill adverts-promote and urge people to support worthy values like patriotism and voluntarism .It downplays organization identity while trying to identify sponsor with the subject of the message

C) Responsible citizen adverts - aims at informing public ,shareholders,employees,or other groups about organization activities that benefit the community and nation

d) Public service adverts - provides information on some cultural ,economic, or social matter of importance to the publics. Some issues are considered worthy of public attention and action. The media time and space is paid for by sponsoring organization itself or can be donated by the media to the organization .Such are called public service announcements and not the adverts since the media denotes the time and space are not paid for

Image adverts are non argumentative and non controversial and they are on issues that are worth public attention Example,Crime prevention  and drug abuse.

2 Advocacy Advertising - resembles with image adverts except the content.They are argumentative and deal with controversial issues and is targeted at specific or general targets or opponents
Example; political activists, government agencies ,competitors , and media

The main aim is to promote sponsors views on various issues so as to act attitudinal or behavioural support for sponsors interest .

There five forms of it

a) Ideological adverts a advocate for basic principles such as Capitalism,liberty ,and democracy.
These adverts criticize the arguments of others who oppose or challenge sponsors views

b) Organizational defense adverts- they explain about the organization policies, practices ,positions in response to negative public opinion or critics of the organizations activities.

C) Right to reply adverts - Responds to what is believable to be unfair, inaccurate or incomplete stories about the organization
These adverts are paid for.

d) Position taking adverts - to express an organizations explicitly position on an issues .
The issues may or may not be related to the interest of the organization

e) All recruitment adverts- to asks publics not only to accept its view points but also engage in some type of supportive behaviour such ad demos,write

All forms of advocacy structure ,facts and arguments in support of advertisers view and ignores others.

Advertisers view is considered as more factual,accurate, and in public interest.

ADVANTAGES OF ADVOCACY ADVERTS

1 Advertiser or sponsor controls the content of the message

2 Complex issues can be addressed with as the organization desires. It can be approached from any view point and manipulated public

3 Message can be directed to specific and narrowly targeted audiences

4 Completely Campaign can be set using a series of adverts.

DISADVANTAGES

1 Sponsor may be linked to a certain message or issue and loose merit of objectivity in the eyes of audience

2 Message may cause a back or ash on some important publics who may feel that an unfair advantage is being taken by large well funded organization.

USE OF INSTITUTIONAL ADVERTS

An Organization may use it to counter bad press to move an apathetic public to action,lend a helping hand to a worth while cause , present its view point on a controversial legal issues and create goodwill for the organization

ADVERTISING AGENCIES

Is an independent Organization of creative people and business