Describes a number of advertising studies conducted by Chevron to monitor the effectiveness of their corporate advertising. Specific research approaches include the McCollum-Spielman and communication technologies. The Vals typology of Stanford Research Institute developed used when specifying target markets.

Describes a number of advertising studies conducted by Chevron to monitor the effectiveness of their corporate advertising. Specific research approaches include the McCollum-Spielman and communication technologies. The Vals typology of Stanford Research Institute developed used when specifying target markets.
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John A. Quelch
Source: Harvard Business School
17 pages.
Release Date: 21 March 1991. Prod #: 591005-PDF-ENG
Chevron Corp.: Corporate Image Advertising HBR case solution