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Difficulty: EasyAdvertising: Types, Media, and Functions

A commercial enterprise launches a public campaign aimed at building a favorable image and creating goodwill toward the entire organization, rather than promoting any specific product. Which type of advertising is the firm employing?

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

Answer

Institutional advertising
Institutional advertising (also known as corporate advertising) focuses on projecting a positive public image, corporate social responsibility, and general goodwill for an entire business rather than selling a particular product.

Step-by-Step Solution

1
Identify the primary focus of the advertising campaign described in the stem.
The goal is to promote the company's overall reputation and foster goodwill, not to sell a particular product.
Advertising types are classified according to their underlying objective and targeted subject matter.
2
Match the identified objective with standard commercial advertising classifications.
Advertising that promotes the organization as a whole is termed institutional (or corporate) advertising.
Product advertising focuses on individual items, whereas institutional advertising focuses on the business entity itself.

Key Concept

Types of Advertising (Institutional vs Product-Oriented Advertising)
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Topics

Advertising: Types, Media, and Functions

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