How to Get More Mileage out of Your Corporate Advertising

Abstract

The Chicago Research Company (CRC) did a survey of corporate (nonproduct, noninstitutional) ads appearing in Fortune and Forbes early in 1980 (see Exhibit 1). Two‐thirds of the ads examined squandered their hefty media budgets on stories such as their growth, being on the cutting edge of new technology, and being in the energy business. Additionally, a sizable group talked about some of their products (but, wisely, did not try to sell them) or their profits.

Citation

BOYD, H. and Haller, T. (1981), "How to Get More Mileage out of Your Corporate Advertising", Journal of Business Strategy, Vol. 1 No. 4, pp. 72-73. https://doi.org/10.1108/eb038916