As the holidays approach, corporate advertising is placed in a trade channel by large retailers such as JCPenney, Macy's, Sears, and Dillard's.Their main objective is to get people into their stores and get into the mood to shop rather than to look for a particular item or brand.This is an example of ____ advertising.

Question

Quizplus · Accepted Answer

Institutional advertising focuses on promoting the image or reputation of a company rather than specific products or services. In this case, the large retailers are promoting their stores as a destination for holiday shopping, which falls under the category of institutional advertising. Direct response advertising, on the other hand, aims to encourage immediate action from the consumer, while external and professional advertising are not relevant in this context.

As the Holidays Approach, Corporate Advertising Is Placed in a Trade