Cargill, a privately held, multinational corporation, is involved with purchasing, processing, and distributing agricultural commodities, and it also manufactures and sells livestock feed, ingredients for processed foods, and pharmaceuticals. Cargill launched an ad campaign in which it used advertising in business publications to extol the firm's virtues. In other words, Cargill used _____ copy in its print ads.

Question

Quizplus · Accepted Answer

The phrase "the firm's virtues" suggests that the focus of the ad is on promoting Cargill's overall image and reputation, rather than specific products or services. This is characteristic of institutional advertising, which is designed to build goodwill and enhance a company's brand identity.

Cargill, a Privately Held, Multinational Corporation, Is Involved with Purchasing