______ advertising supports organizational images, ideas, and political issues while ______ advertising touts the uses, features, and benefits of goods and services.

Question

BlackTom AI · Accepted Answer

Institutional advertising promotes an organization’s image, ideas, and positions on public issues, while product advertising focuses on the specific uses, features, and benefits of particular goods or services.

1) Relevant knowledge points and concepts
- Institutional advertising: also called corporate advertising, is aimed at building goodwill, shaping public perception, and addressing social or political issues on behalf of the organization. It does not primarily sell a specific product.
- Product advertising: intended to inform consumers about a product’s features, benefits, and uses, and to persuade them to purchase that product.
- Other related types: reminder advertising (keeps a brand top-of-mind), competitive advertising (compares brands or claims superiority), publicity (unpaid media attention), pioneer advertising (introduces a new product), advocacy advertising (a sub-type of institutional that takes a stance on public/political issues).

2) Step-by-step reasoning
- The first blank must name the type of advertising that “supports organizational images, ideas, and political issues.” That description fits institutional advertising because it addresses corporate image and public issues, and may include advocacy material but at the organizational level.
- The second blank must name the type that “touts the uses, features, and benefits of goods and services.” That is the textbook definition of product advertising.

3) (No numeric calculations are required for this conceptual question.)

4) Why the correct answer is correct
- “Institutional; product” correctly pairs the broad corporate/image-focused role (institutional) with the product-specific promotional role (product). Institutional advertising handles image and issue advocacy; product advertising communicates tangible product attributes and benefits.

5) Why the other options are incorrect
- Reminder; competitive: Reminder ads maintain awareness (not organizational image) and competitive ads compare products (not the broad product-features description).
- Publicity; pioneer: Publicity is unpaid media, not advertising per se; pioneer advertising is a product-introduction strategy, not the general “uses, features, benefits” description.
- Institutional; reminder: The first half fits, but reminder ads don’t primarily “tout uses, features, and benefits.”
- Advocacy; product: Advocacy is a narrower form focused on public/political stances; the stem asks generally about organizational images and ideas (institutional is broader).

6) Conclusion
The correct choice is “Institutional; product,” which matches the provided answer.

advertising supports organizational images, ideas, and political issues while advertising touts the uses, features, and benefits of goods and services.单项选择题

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______ advertising supports organizational images, ideas, and political issues while ______ advertising touts the uses, features, and benefits of goods and services.单项选择题