個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Chevron Corp.: Corporate Image Advertising
內容大綱
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.