A form of advertising designed to create an image in the market for a brand/product, rather than sell a particular product, is called:

• A. Specific (product) advertising
• B. Blind advertising
• C. Internet advertising
• D. Institutional advertising

Answer: (D)

Institutional advertising aims to shape how the brand or company is perceived in the market, not to push a specific product. Its goal is to build a favorable image and long-term equity by highlighting values, reliability, trust, or social responsibility. This creates a broad, positive association with the brand that can support all of its products over time. For example, a campaign that emphasizes a company’s commitment to customer service or sustainability helps people think of the brand as a whole, which can make them more receptive to its products later. This is different from product advertising, which focuses on the features and benefits of a particular item. Internet advertising is simply a channel, and the idea of blind advertising isn’t a standard concept for brand-building.