Corporate advertising
We have spent most of this chapter looking at corporate communication
from the perspective of academics who study organizational or corporate
communication. This provides important insight into the complexity
of the issue, and the various ways in which a company may communicate
with its internal and external audiences, whether planned or not.
Dowling (2001) , although a respected academic in the field, offers a more
traditional view of corporate communication, at least from the manager ’ s
perspective, focusing upon corporate advertising. He uses the term
advertising in its broadest sense to include all forms of corporate communication.
This is consistent with our definition, following from the
Latin root of the word advertere roughly translated as ‘ to turn toward ’