In a recent campaign, IBM advertised that it provides infrastructure and solutions for e-business. Interestingly, these messages did not name the company's products or explain how their infrastructure and solutions actually work. What type of advertising is IBM using?

Question

Quizplus · Accepted Answer

IBM is promoting the company as a whole and its capabilities rather than a specific product or service. This type of advertising is known as institutional advertising, which aims to build awareness and positive associations with the company rather than a specific product or service.

In a Recent Campaign, IBM Advertised That It Provides Infrastructure