TechSmart,Inc.,a software solutions firm,runs full-page advertisements in the newspaper and commercials emphasizing the firm's commitment to employment generation,affirmative action,and multiculturalism.The aim of the promotional strategy is to create goodwill and build a positive image for the firm.In this example,TechSmart,Inc.uses ________ advertising.
A) product advertising
B) institutional advertising
C) comparative advertising
D) bait and switch advertising
E) reminder advertising

Question

Quizplus · Accepted Answer

A)Institutional advertising refers to advertising that seeks to create goodwill and to build a desired image for a company, rather than to promote specific products.
B)Institutional advertising refers to advertising that seeks to create goodwill and to build a desired image for a company, rather than to promote specific products.
C)Institutional advertising refers to advertising that seeks to create goodwill and to build a desired image for a company, rather than to promote specific products.
D)Institutional advertising refers to advertising that seeks to create goodwill and to build a desired image for a company, rather than to promote specific products.
E)Institutional advertising refers to advertising that seeks to create goodwill and to build a desired image for a company, rather than to promote specific products.