Advertising designed to enhance a firm's image or reputation is called
A) public information.
B) institutional advertising.
C) publicity.
D) selective-demand advertising.
E) primary-demand advertising.

Question

Quizplus · Accepted Answer

Institutional advertising is designed to promote a company's image or reputation rather than selling a specific product. Its purpose is to establish goodwill and a positive perception of the company in the minds of the target audience. Public information is related to providing information about the government or public services, publicity is related to free media coverage, selective-demand advertising is focused on promoting a particular product, and primary-demand advertising aims to increase the demand for a product category.

Advertising Designed to Enhance a Firm's Image or Reputation Is