Corporate Advertising in America: A Review of Published Studies on Use, Measurement, and Effectiveness

Abstract This paper presents a comprehensive literature review of corporate advertising in America with the objective of addressing certain key questions. The review summarizes results from a number of survey type studies as well as corporate case studies and presents certain methodological flaws and reported concerns. In general, the literature appears to reflect that corporate advertising has been successful in promoting image, products and services, and company position statements (issue and advocacy) to a variety of audiences. The review concludes with an agenda for future research.