Corporate VS Marketing Communications

In the first class of Marketing Communication, we talked about the corporate and the marketing communications. Corporate communication, as we saw it, involves the communication of the image and the identity of the company rather than the product. It has to be obviously profitable to the company. In order to create a link with the public, the message sent will be positive. A good example of corporate communications is the Budweiser’s publicity presented at the latest SuperBowl :

http://www.youtube.com/watch?feature=player_embedded&v=o2prAccclXs

First of all, the company does not refer to its product, beers, in any case. Indeed, Budweiser is mentionned sometimes during the publicity, but the focus is really on the story. Therefore, it is only in the last seconds that we link the values transmitted and the company. Afterwards, the message conveyed by the staging alludes to many feelings which are associated to the company. For instance, we can perceived mutual aid, pleasure, love, etc. According to me, they really contribute to create a new perception of Budweiser. I found that this publicity was humanizing the company. Given that I am not a beer fan, I appreciate to see a publicity that brings a new image other than classic scenes of beer company. This one touches more a large public.

Marketing communication guides companies’ action and is still linked with the identity of the company. In this case, it is adressed to a target group. This Kitchen Aid publicity represents the marketing communication because it focuses on a particular product, the mixer. The target group is clearly defined : the Holiday hosts. Finally, through an evocative and specific vocabulary, Kitchen Aid shows its identity. Indeed, words like busy baker, Holiday host, delicious and the accessories enumeration make the viewers perceive a company that is helpful by reducing the host job. Furthermore, Kitchen Aid specifies that it will be delicious. Finally, because the company takes the time to enumerate the objects that come with the mixer, it is obviously more attractive for the consumers who have the impression that their purchase is worth their expense. In this way, this publicity helped me  perceiving the product, but also the company, as a necessity, something that I have to get. According to me, this publicity is a great example of marketing communication.

http://www.harbingerideas.com/case_studies_lifestyle_detail.asp?ID=22

STÉPHANIE VILLENEUVE