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Image Advertising : The Art Of Corporate Self-Expression, Elaine M. Decho

Honors Capstones

As if they did not already have enough to worry about, corporate managers in recent years have been called on to make decisions in an area that is too seldom covered by their experience and training, and area that seems remote from the profit-and-loss picture. Many companies are asking themselves, "How are we being perceived among our various publics? How can we improve our visibility and image? What should that image even be?" ... Call it image advertising or public relations, corporate identity is what every company wants yet so few are willing to work at full time.