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Question

Difficulty: MediumAdvertising: Types, Media, and Functions

A commercial bank sponsors an environmental sustainability campaign and publishes advertisements highlighting its community development initiatives in national newspapers, without promoting any of its specific deposit or loan accounts. Which type of advertising is the bank using?

  1. Institutional advertisingAnswer
  2. B
    Persuasive advertising
  3. C
    Informative advertising
  4. D
    Generic advertising

Answer

Institutional advertising
Institutional advertising is designed to create a positive public image, goodwill, and corporate identity for an organization rather than driving immediate sales of specific products or services. Sponsoring social causes and highlighting community development without promoting banking products exemplifies institutional advertising.

Step-by-Step Solution

1
Analyze the core purpose of the advertisement described in the stem.
The advertisement focuses on the bank's community initiatives and corporate social responsibility rather than selling financial products.
Identifying whether the focus is product-based or image-based determines the classification of advertising.
2
Match the identified purpose to standard commercial advertising classifications.
Promoting corporate goodwill, reputation, and public trust without advertising specific products corresponds directly to institutional advertising.
Institutional advertising builds overall brand prestige and public relations for the firm as a whole.

Key Concept

Types of Advertising - Institutional Advertising
Estimated Time:1m 0s
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Topics

Advertising: Types, Media, and Functions

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