Which of the following is a difference between institutional advertising and product advertising?
a. Product advertising is an effective strategy for expressing views on controversial issues, whereas institutional advertising is effective in managing a crisis.
b. Product advertising is used to change negative consumer attitudes toward existing brands, whereas institutional advertising is used stimulate primary demand for new commodities.
c. Product advertising promotes the benefits of a specific good or service, whereas institutional advertising asks an audience to maintain a favorable attitude toward the advertiser.
d. Product advertising focuses on reinforcing positive attitudes toward a brand, whereas the goal of institution advertising is to create demand for a specific commodity.
Answer: c. Product advertising promotes the benefits of a specific good or service, whereas institutional advertising asks an audience to maintain a favorable attitude toward the advertiser.