Scenario 17.1 Use the following to answer the questions.
The Toyota Motor Corporation is developing its promotional plan for the coming year and is considering several types of advertising to communicate its messages. Toyota will likely advertise its vehicle, the Venza, on TV, on its website, in major national magazines, and through Facebook. It is possible that the ads could focus on the features of the Venza and its most likely competitor, the Ford Edge. Other forms of advertising that can be considered are ads that feature all of the Toyota brands in a single ad, while mentioning only the Toyota brand and its company's strengths. Finally, Toyota will probably continue to advertise updates of its cash cow brands, the Camry and the hybrid versions of its SUVs.
Refer to Scenario 17.1. The advertising mentioned above in which Toyota features all brands of the company would be an example of
A) competitive advertising.
B) institutional advertising.
C) comparative advertising.
D) pioneer advertising.
E) product advertising.

Question

Quizplus · Accepted Answer

Institutional advertising is advertising that promotes the company as a whole, rather than a specific product, with the aim of creating a positive image of the company in the minds of the customers. In this case, Toyota would feature all of the brands under its company in a single ad while mentioning only the Toyota brand and its company's strengths.