First Union Bank airs a series of radio ads that claim,"We are the friendly bank." This campaign would best be described as ____ advertising.

Question

Quizplus · Accepted Answer

Institutional advertising is used to promote the image or reputation of a company rather than a specific product or service. The radio ad campaign by First Union Bank claiming to be the "friendly bank" focuses on building their overall image and reputation as a customer-friendly bank, making it institutional advertising.

First Union Bank Airs a Series of Radio Ads That