CONCEPT REVIEW:
Corporate advertising was described as controversial, largely because the source of the message is top management, so the rules for other advertising and promoting forms are often not applied. This element of communication definitely has its place in the promotional mix. But to be effective, it must be used with each of the other elements, with specific communications objectives in mind.
Match the corporate advertising characteristics with the type of advertising.
Choices:: A Advocacy Advertising Image Advertising An example of this would be the American Heart Association and the American Stroke Association's R support for President Obama's health care program Company benefits from favorable publicity, while the nt Sponsorship charity receives much-needed funds. Cause-Related Advertising YThis may accomplish a number of objectives, including creating goodwill both internally and externally, creating a position for the company, and generating resources, both human and financial. Y Many companies are attracted to this because effective IMC programs can be built around them, and promotional tie-ins can be made to local, regional, national, and even international markets.