Corporate advertising - The City's view

Jocelyn Horsfall

The author describes a recent BMP Business investigation into corporate advertising and what City professionals think about it.

Corporate advertising: A City view

Jocelyn Horsfall

Because corporate advertising is 'different', conventional advertising principles - and planning disciplines - are often neglected. Jocelyn Horsfall describes a recent BMP Business investigation into this area, and the composition of one of its main target groups - the City professionals. These recognise the role of corporate promotion as an information tool, but tend to find it unreliable and irrelevant. Responses to different types of corporate advertising and their perceived objectives are described, together with the characteristics typically leading to failure or success. The influence of different media environments is described. Practical guidelines...

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