Corporate Advertising and Advocacy

Image and individuality are often reflecting in a company's corporate publicity.  Corporate publicity differs from product publicity or marketing communication.  In its place of trying to sell a company's product or examine, corporate publicity tries to sell the company itself-usually to a completely different population than customers. For example, companies with a various product variety might try to run "umbrella" ads that explain possible shareholders what the company is all about; oil companies capacity try to pressure public estimation about their environmental  openness; and chemical companies might try to show themselves as good places to work for youthful people incoming the job market.

Advocacy programs are a compartment of corporate advertising and characterize the organization's effort to influence public estimation on an important issue linked to the firm's business. The most celebrated examples are ExxonMobil's ads, which scamper as op-ed pages and cover a large range of topics significant to the corporation, and Philip Morris's publicity to defend itself beside those who would assault the tobacco industry.

Professionals in a commercial communication department characteristically develop the strategy and figure the messages for these advertise. They then act as liaisons with advertising agencies.