Miracle or Mirage

By Butler, Daniel | Management Today, December 1990 | Go to article overview

Miracle or Mirage


Butler, Daniel, Management Today


Miracle or Mirage Advertising may be in the slough of despond at the moment, but all is not lost for those beleaguered inhabitants of Soho currently toying with the thought of a short step off the window-sill. The colourful Bob Worcester, chairman of the market research company MORI, says corporate advertising looks like being a growth sector next year.

According to the latest MORI 'Captains of Industry' survey, six out of 10 (58%) of Britain's top industrialists think an improvement in their company's corporate image is crucial to its success. While the bulk of the population might claim to be puzzled by expensive advertisements with no obvious products ('Flamingoes in an African lake saved by BOC?'), Britain's bosses disagree. They think that the quality of corporate advertising sets the tone for how successful the company can be (45%), and believe a good image helps with customers (40%) and the City (37%).

As hearts beat faster behind the venetian blinds of Greek Street, Worcester continues with the information that over a third (35%) of the senior executives interviewed say they plan to improve their relations and communications with investors, analysts and shareholders -- that's double last year's 16%. Still better, a quarter (25%) intend to increase their corporate image advertising budgets.

What are the motives behind this outbreak of benevolence towards an industry in desperate need of a handout? Share price (45%), motivation and recruitment of staff (43% and 42% respectively), shareholder loyalty (39%) and, equally important, press coverage are all cited as the incentives. …

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