The term advertising refers to that form of paid communication, disseminated at the initiative of economic agents (through such means as television, radio, newspapers, billboards, mail, and the Internet), which intentionally and systematically tends to influence the attitudes and choices of individuals in relation to the consumption of goods and the use of services.

Of the many forms in which advertising has evolved, corporate advertising is certainly the most complex to implement, not only in terms of design, but also because of the need to prioritize the medium- and long-term strategic aspect to the short timeframes usually provided for traditional promotion.

In fact, corporate advertising can arise and develop only where there is a corporate culture understood as a constant and positive economic relationship (i.e., striving for continuous improvement) between company and society, conceived of the latter as a civil society and not just a consumer society.

In this it differs mainly from commonly understood advertising: classic advertising (advertising) makes the target audience buy something. Corporate advertising is aimed at getting the recipient to think something, that is, to form an opinion.