More image-building for Sears. Who would expect Sears to sell mink? Notice that all these bromides are interchangeable – any company could use any of them. They generally appear at the bottom of advertisements, where nobody reads them, and, by cluttering up the layout, they reduce readership of the copy. Many corporate campaigns fail because they are under-funded. Companies which spend millions on advertising their brand names are curiously stingy when it comes to their corporate campaigns. The most sensible way to set the budget is to ‘analyse the task.’ How much will it cost to achieve a specific goal among a specific audience? Another common mistake is to confine the campaign to magazines and