Recently,BP,the petroleum company,ran a series of commercials in which they asked consumers how they would improve and preserve the natural environment.After each individual's responses,an announcer explained how BP was doing more than its share to protect our environment.These commercials were examples of _____ advertising.

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Institutional advertising attempts to create a favorable long-term perception of the business as a whole,not just of a particular product or service.Many businesses use institutional advertising to promote an idea about the company and build long-term goodwill.It makes the public aware of what the business stands for and attempts to build reputation and image.

Recently,BP,the Petroleum Company,ran a Series of Commercials in Which They