1. Advertising to reinforce identity or enhance image 2. Advertising to attract investment 3. Advertising to influence opinions
3 elements under "who uses corporate advertising and why"
1. Increases sales 2. Creates a strong reputation 3. Recruits and retains employees
a reflection of an organizations identity
the actual manifestation of the company's reality as conveyed through the organizations name, logo motto, etc. and all other tangible pieces of evidence created by the organization and communication to a variety of constituencies.