Corporate Advertising vs Product Advertising

CORPORATE ADVERTISING:
Corporate advertising can be defined as paid use of media that seeks to benefit the image of the corporation as a whole and it should “brand” company.

Corporate advertising campaign should be strategic and consistent. Corporate advertising should present a clear identity for the organization based on a careful assessment of its overall communication strategy .Many company’s use corporate advertising to strengthen their identity. If an organization identity is very different from how it is perceived externally for instance it can use corporate advertising to close the gap. A good corporate advertising campaign can stimulate their interest to take a close look at a particular corporation. Corporate advertising is paid from corporate communication department budget or it is paid by CEO’s office.

Example: Kotak Mahindra had lavish corporate campaign. And it tried to position itself as a one stop destination for all kinds of financial services. It has its tagline “Think investment, Think Kotak “.Kotak corporate campaign focuses on driving home the company’s philosophy of increasing the wealth of customer rather than merely preserving it.
http://www.thehindubusinessline.com/catalyst/2006/02/16/stories/2006021600070100.htm
PRODUCT ADVERTISING:

Product advertising is undertaken by companies seeking to increase the sales of a particular product by emphasizing its features and benefits. A company’s marketing department is typically responsible for product related adds.

A BMW X5 spot with less brawn than usual.

In the typical spot for a high-performance SUV, we're shown the car climbing a steep hillside. There's usually a lot mud flying around, too. It's all very rugged and masculine and so obviously trying to appeal to the stereotypical male ego, women marvel that the ploy works.
Here's something more deserving of our awe: a BMW X5 spot with a welcome twist on the idea that an automobile reflects its owner.
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