The california raisin advisory board used to run ads featuring “the california raisins,” a fictitious r& b musical group composed of dancing raisins that boogied to the song “i heard it through the grapevine.” the ads, which were hugely popular and which gave rise to a line of raisin-themed merchandise, were designed to encourage raisin consumption. this campaign was an example of a. product-focused advertising. b. consumer-generated advertising. c. public service announcements. d. institutional advertising. e. push strategies.
D. institutional advertising Explanation: Based on the information provided within the question it can be said that this campaign was an example of institutional advertising. This is the process of promoting the company, firm or business entity as opposed to promoting the product or service that they provide. The idea behind this is that by getting customer attention to the company or business they will be exposed to all of the products and services from the company/business as opposed to just one. Which is what the company is this scenario is doing with their campaign.
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