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Corporate Advertising

In: Strategic Public Relations

Author

Listed:
  • Angus Maitland

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.

Suggested Citation

  • Angus Maitland, 1995. "Corporate Advertising," Palgrave Macmillan Books, in: Norman A. Hart (ed.), Strategic Public Relations, chapter 9, pages 141-159, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-13481-6_9
    DOI: 10.1007/978-1-349-13481-6_9
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