If a company wants to create goodwill and build a desirable image for

QUESTION

If a company wants to create goodwill and build a desirable image for itself rather than to specific products, which of the following would it choose?

A) institutional advertising
B) brand advertising
C) advocacy advertising
D) public services advertising
E) direct-action advertising

ANSWER

Answer: A
Explanation: A) Institutional advertising consists of presentations that promote a favorable image for an organization. The idea is to create goodwill and to build a desirable image for a company or institution rather than to sell specific products.