cent adds up to $800,000,000. Not to be sneezed at. DuPont has run corporate advertising for 47 years, General Electric for 62 years, American Telephone for 75 years, US Steel for 46 years, and Container Corporation for 50 years. But the majority of corporate advertising campaigns are aborted too soon to achieve any measurable objective. You cannot rely on short-term advertising to turn the title of hostile public opinion in your favor, to boost the price of your stock or to put a halo around your reputation. In 1941, when Texaco was accused of selling oil to the Nazis, they assumed sponsorship of the Metropolitan Opera on radio, but it took a long time for this lovely antidote to exorcize their bad publicity.