_____ is a form of advertising designed to enhance a company's image rather than promote a particular product
a. Institutional advertising
b. Pioneering advertising
c. Competitive advertising
d. Comparative advertising
ANSWER: a
Institutional advertising is a form of advertising designed to enhance a company's image rather than promote a particular product. If the goal of the promotion plan is to improve the image of the company or the industry, institutional advertising may be used.
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