Publications
Publications
- March 1991 (Revised June 1993)
- HBS Case Collection
Chevron Corp.: Corporate Image Advertising
By: John A. Quelch
Abstract
Describes a series of advertising research studies conducted by Chevron to monitor the effectiveness of its corporate advertising. Specific research approaches covered include the McCollum-Spielman and Communications Techniques. The Vals Typology developed by Stanford Research Institute is used in specifying target markets.
Keywords
Surveys; Multinational Firms and Management; Research; Advertising; Brands and Branding; Energy Industry; United States
Citation
Quelch, John A. "Chevron Corp.: Corporate Image Advertising." Harvard Business School Case 591-005, March 1991. (Revised June 1993.)