On which one of the following, the corporate advertising concentrates ?
Organizational Personality
Option 3 — Organizational Personality is correct.
Corporate (or institutional) advertising promotes the company as a whole rather than any single product. Its aim is to build and project the organisation's personality — its identity, values, reputation, goodwill and image among all stakeholders such as investors, employees, government and the general public.
Unlike product advertising, corporate advertising does not push an immediate sale; it works on long-term equity of the firm, positioning it as trustworthy, socially responsible or innovative. This is why it concentrates on the organizational personality.
Why the other options are wrong: Brand Personality (1) and Product Personality (2) are the focus of product/brand advertising, which is aimed at driving purchase of specific offerings. Recruitment (4) is a specialised HR advertisement type (want-ads), not the general thrust of corporate advertising.
Takeaway: corporate advertising sells the institution's image — its organizational personality — not a product or brand.
Similar Questions
The major advantage of the direct mail marketing is :
For the following two statements indicate the correct code :
Statement - I : Advertising is any paid form of personal presentation and promotion of ideas, goods, or services by an identified sponsor.
Statement - II : Sales promotion consists of most long-term incentive tools, designed to stimulate greater purchase of particular products or services by consumers or the trade.
Code :
Match the items of List - I with the items of List - II and select the correct code of matching :
List - I (Advertising Agencies) List - II (Clients) (a) Ogilvy and Mather Ltd (i) HDFC (b) JWT Hindustan Thompson Associates (ii) Coca-Cola (c) Mudra Communications (iii) Vodafone (d) McCann- Erikson India Ltd (iv) Nestle Code :
The major advantage of the direct mail marketing is:
Statement-I: In developing advertising programme marketing managers must always start by identifying the target market and buyer motives.
Statement-II: A company may run multiple ad campaigns at the same time, each emphasizing different aspects of its brand and service.
Which of the following is not a deciding factor for the Advertising Budget out of the given options?
Indicate the correct code matching the items in List - I with those in List - II as follows:
List - I List - II a. Competitive parity in advertising i. Variations in advertising b. Promotional elasticity of product ii. Advertising scheduling c. Optimal promotion mix iii. Advertising expenditure d. Pulsing advertising iv. Marginal equivalence of advertising media outlay Use of mail, telephone and other non-personal contact tools to communicate with, or solicit a response from, specific customers and prospects is called:
According to the ‘two-step flow’ concept, messages should be targeted to
The attempt to build and/or maintain a good “corporate image” is referred to as
Important Questions from Promotion decisions
- Assertion (A): Movie stars and sporting heroes are popularly used as Brand ambassadors.
Reason (R) : Attractive communicators (sources) are more effective in persuading for change than unattractive ones.
Codes : Advertising method in which a commercial is broadcast simultaneously on several radio stations and/or television channels is known as
- Select the correct sequence for Hierarchy-of-effects model related to marketing communication :
The major advantage of the direct mail marketing is :
- Match the items of List – I with the items of List – II and select the correct code.
List – I List – II (a) Coupons (i) Using one brand to advertise another non-competing brand. (b) Tie-in Promotions (ii) Offers to consumers of savings off the regular price of a product. (c) Cross Promotions (iii) Certificates entitling the bearer to a stated saving on the purchase of a specific product. (d) Price Packs (iv) Two or more brands or companies team up on coupons, refunds, and contests to increase pulling power.
Codes :
