Corporate Advertising

Angus Maitland

Chapter 9 in Strategic Public Relations, 1995, pp 141-159 from Palgrave Macmillan

Abstract: Abstract Corporate advertising is perhaps the most controversial element in the mix of communications techniques available to a company. Its controversial nature arises from its high cost, the intangible nature of its results and, equally importantly, from a mixture of fear and misunderstanding among the most senior company executives. It does not deliver the direct and measurable impact on market share that a marketing campaign might be expected to achieve and this makes it difficult to justify. All this is reflected in the low and spasmodic expenditure on corporate advertising in the United Kingdom.

Keywords: Target Audience; Corporate Reputation; Advertising Campaign; Corporate Communication; Advertising Agency (search for similar items in EconPapers)
Date: 1995
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DOI: 10.1007/978-1-349-13481-6_9

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