search query: @indexterm Advertising expenditure / total: 112
reference: 43 / 112
| Author: | Levy, L. |
| Title: | Brand aid for Britain (!Corporate advertising) (!Branding) |
| Journal: | Management Today
1990 : SEP, p. 101-104 |
| Index terms: | ADVERTISING ADVERTISING EXPENDITURE BRANDS |
| Language: | eng |
| Abstract: | Against a background of an industry decline the amount spent on corporate advertising has rocketed. There is growing pressure for a company to be seen as a brand. If it doesn't pay the same attention to making its image harmonious as it does to the coherence of its individual brands, then it could be wasting valuable resources. If a company which is the target of a bid, does not advertise, the City may knock points off its share price. The term corporate advertising implies public advocacy, business-to-business and umbrella advertising. The worldbeaters in corporate ads are those with clearly defined, consistent and harmonious personalities. |
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