Evaluation of a corporate image campaign

Date of publication: June 15, 1981

Author: Malcolm B. Ochs

Abstract:

Many corporations have begun intensive advertising campaigns to improve their public images. These programs involve taking a strong stand on matters of public policy. This paper will examine two diverse approaches to the problem. One company has chosen the soft helpful approach in an industry where its primary competition is attempting to "correct" public attitudes. Another has taken the consumer's point of view while its competition ignores the problem and continues a traditional advertising program.

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