California Dairy Council has been running national advertising on television.The ad features "happy cows" and carries the tag line "Great cheese comes from happy cows.Happy cows come from California." The council developed a logo that is prominently displayed in the ads, and presumably the expectation is that a consumer would look for that logo on a wedge of cheese in the dairy case, selecting it over cheese from elsewhere.This is an example of _________________ advertising.

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This is an example of institutional advertising, which aims to promote the reputation or image of an entire industry or group of companies rather than promoting a specific product. The California Dairy Council is promoting the idea that cheese from California is superior because it comes from happy cows, which suggests that the entire dairy industry in California is better than dairy industries in other states. The use of a logo is also a common feature of institutional advertising, as it helps to build brand recognition for the industry as a whole.

California Dairy Council Has Been Running National Advertising on Television