Corporate Advertising in the Seventies: International Telephone and Telegraph Corporation

John L Lowden

Telecommunications company ITT had an image and identity problem. Speaking at the American Association of Advertising Agencies (4A's) 1975 Eastern Annual Conference, ITT's Director of Advertising and Sales Promotion, John L.

Corporate Advertising in the Seventies: International Telephone and Telegraph Corporation

John L Lowden

Not too many years ago I doubt that a talk on corporate advertising would have been sexy enough to hold the attention of a high-powered advertising agency meeting like this. Corporate advertising didn't have the appeal (or frankly, the budgets) of a new mouth wash, a new detergent or a new refrigerator.

But of course, times change. Lately, vast new pressures have been directed against virtually all institutions – business organizations, included. Corporations have found it necessary to speak their piece to an often hostile community. Which...

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