Abstract
Over 40 years the Dupont Co. has, according to Robert Crass, made a handsome financial investment in corporate advertising. But, “the number of executives who have asked what this investment has returned to the company has been legion,” he adds. So, beginning in the late 1930s Dupont began to develop measures of the effects of its corporate advertising. Grass describes how Dupont moved away from general measures of how favorably the public views the corporation, to specific measures of changes in beliefs and evaluation by people with controlled exposure to Dupont corporate advertising. Results show that corporate advertising can change people's beliefs about a company, but. Grass adds, there still is no answer to the question of how much that change in belief is worth in financial terms.
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