The province of British Columbia in conjunction with the BC Fruit Growers Association developed the "School Fruit and Vegetable Nutrition" campaign to show the benefits of fruits and vegetables. The goal of these ads is to increase demand for fruits and vegetables as they compete with other less healthy alternatives. This is an example of a advertisement.

Question

Quizplus · Accepted Answer

Competitive institutional advertising is advertising that promotes the advantages of a product category rather than a specific brand. In this case, the advertising is focused on the benefits of fruits and vegetables as a category. It is not promoting a specific brand, but rather promoting the idea of choosing fruits and vegetables over less healthy alternatives.

The Province of British Columbia in Conjunction with the BC