The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins who boogied to the song,"I Heard it Through the Grapevine." The ads,which were hugely popular and which gave rise to a line of raisin-themed merchandise,were designed to encourage raisin consumption.This campaign was an example of:

Question

Quizplus · Accepted Answer

The California Raisin Advisory Board's ads featuring the California Raisins were not promoting a specific product, but rather were promoting the image and reputation of the raisin industry as a whole. Institutional advertising is designed to promote an industry or organization rather than a specific product or service.

The California Raisin Advisory Board Used to Run Ads Featuring