Chapter 15

Johnson and Johnson is a company that spends a lot of money on advertising, but a majority of their advertising goes towards Institutional Advertising. The company spends billions of dollars on corporate identity and advocacy advertisement. They are a company of reputation and use public relations wisely. They are on top of the consumer reminding them constantly of their effort to help a cause in society. You are more likely to hear of the company's name than a product the are attempting to introduce. Their products hold a major reputation and are for the most part trusted even with babies and need little introduction. Johnson and Johnson has an air tight strategy to keep the consumer on their side and they exercise public relations to the max of their ability. In this attempt to use their public relations to their advantage they utilize a variety of advertising appeals from health to environmental consciousness. Johnson and Johnson also involves itself in noise-free reading and advertisement...{content brought to you by...} In this site I have provided you can see a list of campaigns Johnson and Johnson has launched that focus primarily on institutional advertisement for the company. http://www.jnj.com/connect/caring/initiatives/