This advertisement summarizes the case for corporate advertising. Click here for hi-res image. Most corporate campaigns are short-lived because they don’t start with any clear objective, and because research is not used to track their progress. A glowing exception is DuPont, who for many years measured progress after each television program. Corporate campaigns seldom have more than one supporter – the Chief Executive Officer. He alone has the vision to recognize its long- term value. His marketing executives regard any diversion of advertising dollars from their products as a frivolous waste of money, and his financial officers cast greedy eyes on the appropriation whenever there