Why do industrial products companies advertise to the public?

[chickenfeet]

There are billboard ads all around Toronto informing "us" that Bombardier Corporation makes railcars. As it happens I knew this already but if I didn't what purpose would it serve to so inform me? I'm not about to rush out and buy a railcar and the small number of people who might be in the market for them are (a)probably aware of Bombardier's capabilities and (b)reachable by more economic methods than billboard advertising.

Why do they do it I wonder?

Comments

[commodorified.livejournal.com]

Well, Bombadier's been taking a moderate PR hit of late, and they're currently lobbying hard for more government funding.

I suspect that their real message is: "Bombadier: we DO make some stuff that isn't used to kill people."

[lemur-man.livejournal.com]

'... and no, we're still not competitive. Spare some change?'

[chickenfeet2003.livejournal.com]

Presumably I'm supposed to write to my MP and say "Give more money to very rich Quebecers because their company makes railcars"?

[commodorified.livejournal.com]

Oh, I can spare them all the Change they need... but they won't like it.

[thidwick.livejournal.com]

I wonder about this whenever I see commercials for things like the American Plastics Council or the aluminum association, whatever its name is. I mean, what exactly do they hope to accomplish? Somehow I have a feeling that a commercial touting the many uses of plastic isn't really going to increase plastic sales.

[melted-snowball.livejournal.com]

No, but now you know that They Care.

[pyroclasticgrub.livejournal.com]

My guess is because they got into some trouble a few years back when one of their railcars killed people. If I recall correctly...

They also make awesome snowmobiles.

[rhythmaning.livejournal.com]

I have wondered about corporate advertising before; I think it is all to do with building up the brand. If Bombardier have factories nearby, it is probably to do with the image with employees, potential employees, and former employees. If they don't, it is probably about investors.

And possibly regulators, too?

[chickenfeet2003.livejournal.com]

Their railcar operations are in Thunder bay and most of their other stuff is in Quebec. Not much local to here.

[nancylebov.livejournal.com]

It's possible that there isn't a rational purpose--just corporatons with a lot of money and advertising agencies/advertising staff which are very good at getting some of it.