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Volume 1, Issue 4
1 January 1981
Journal of Business Strategy Cover Image for Volume 1, Issue 4
Review Article| January 01 1981

How to Get More Mileage out of Your Corporate Advertising

HARPER BOYD;
HARPER BOYD
Editor
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Terry Haller
Terry Haller
President, Chicago Research Company
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2052-1197
Print ISSN: 0275-6668
© MCB UP Limited
1981
Journal of Business Strategy (1981) 1 (4): 72–73.
https://doi.org/10.1108/eb038916

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.

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© MCB UP Limited
1981
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