Abstract:

One of the hottest issues for advertisers and advertising agencies , in the USA as well as Europe, is now Corporate Advertising. This specific branch of advertising, which deals, not with selling products, but in building a Corporate Identity and a Corporate Image for a company, has known a tremendous development in the last few years. In the US, the 49 biggest advertisers have been using Corporate advertising more and more, since 1968 and today, medium-sized advertisers have joined them. The media are bulging with corporate ads: two-thirds of the total advertisement in Business Week Magazine, 35% of the total ad revenue for Time Magazine. In Europe, the trend is still limited, but seems to be growing at a fast pace.