Chapter 03 – The Business of Advertising
50. (p. 61) Recently, BP, the petroleum company, ran a series of commercials in which they
asked consumers how they would improve and preserve the natural environment. After each
individual’s responses, an announcer explained how BP was doing more than its share to
protect our environment. These commercials were examples of _____ advertising.
51. (p. 61) _____ advertising attempts to create a favorable long-term perception of the business
as a whole, not just of a particular good or service.
