دور الاعلان في بناء الصورة الذهنية لشركات التامين الخاصة في محافظة اللاذقية

This study aims to identify the role of advertising in image building of insurance corporations by studying the effect of advertised message and advertising medium on corporate image held in clients' mind. A questionnaire was administered on a random sample of clients of insurance companies. 400 forms of the questionnaire were distributed but only 370 of them were valid. Results indicate that advertised message and advertising medium affect corporate image. However, the effect is low. The corporate image formed by advertising was unclear due to lack of insurance companies' interest in advertising to form corporate image in clients' mind. This isin addition to factors represented in other elements of promotional mix which have more influence and contribute in building corporate image.