Archer Daniels Midland (ADM) is a producer of food ingredients, sweeteners, cocoa, flours, vegetable oils, and protein products that are used in the manufacture of processed foods. ADM does not make products that are typically sold to final consumers; it makes business-to-business products. However, ADM is a major advertiser on news and public affairs programs that appear on national television networks. The main objective of ADM's television commercials is to build goodwill for the company and to improve relations with current and prospective shareholders. ADM is engaged in:

Question

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ADM's television commercials are intended to build goodwill and improve relations with shareholders, which are objectives of institutional advertising. Product advertising promotes a specific product, pioneering advertising promotes a new product in a new category, competitive advertising compares one brand to another, and reminder advertising reminds consumers to purchase a product they have already used or are familiar with.

Archer Daniels Midland (ADM) Is a Producer of Food Ingredients