If you want to strike a chord with American young children,bring up the topic of college tuition costs.ExxonMobil is one marketer that has tapped this market by joining Upromise,a company that channels rebates into college-saving accounts.In support of its alliance with Upromise,Exxon has sponsored an editorial about the importance of saving for college in both The Washington Post and The New York Times.These editorials are correctly called:

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A variation on corporate advertising is advocacy advertising.Companies use it to communicate their views on issues that affect their business,to promote their philosophy,or to make a political or social statement.Such ads are frequently referred to as advertorials since they are basically editorials paid for by an advertiser.

If You Want to Strike a Chord with American Young