When major oil companies advertise to build goodwill rather than to stimulate sales, they are using
A) institutional advertising.
B) primary-demand advertising.
C) public relations.
D) publicity.
E) selective-demand advertising.

Question

Quizplus · Accepted Answer

Institutional advertising is used to create a favorable image of the company or industry, rather than to promote specific products. Major oil companies often use institutional advertising to build goodwill and establish themselves as responsible corporate citizens.

When Major Oil Companies Advertise to Build Goodwill Rather Than