Compare and contrast institutional advertising and primary-demand advertising. Which type is the BP's "Still Working, Still Committed" campaign? Defend your answer.
What will be an ideal response?
Institutional advertising is advertising designed to enhance a firm's image or reputation. Primary-demand advertising is not focused on enhancement of the firm; it is, instead, advertising aimed at increasing the demand for all brands of a product within a specific industry. "Still Working, Still Committed" is an example of institutional advertising--intended to enhance BP's public image.
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