Corporate advertising, or institutional advertising, is a form of communication aimed at promoting the company's image.
This type of advertising can be used to build or even just enhance the corporate image and to facilitate the search for the target audience, that is, its own target reference.
The purpose of corporate advertising, therefore, is to create a favorable image of the organization through an advertising campaign in the eyes of one or more stakeholders (subjects involved in a company's project).
The company relies on institutional communication to strengthen relationships with a series of interlocutors who are involved in various sectors of a company and who, therefore, affect the achievement of business objectives.
The interlocutors can be:
- Shareholders;
- Institutional and political subjects;
- Consumer advocacy groups;
- Media outlets.
As for the web, institutional communication is entrusted to online communication channels such as:
- Website;
- Blog;
- Social networks.
Unlike traditional institutional campaigns, they allow the company to relate to its target audience much more quickly with immediate success.
Examples of corporate advertising
IKEA: surprises as always with one of its institutional spots.
In this spot, Ikea creates a web series of four seasons starring actress Illeana Douglas who fictionally narrates her decision to move from being an actress to working as a sales clerk in an Ikea warehouse.
The entire series was filmed in actual retail locations of the brand, and the programs show what life is really like in the kitchen of a professional restaurant or on a construction site.
Ikea employees in America for customers' homes as a team of professional decorators, to help them with the toughest choices, obviously filming everything and posting it on YouTube like a documentary.
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