Advertising that seeks to create goodwill and to build a desired image for a company, rather than to promote specific products is termed as ________.

The type of advertising that focuses on creating goodwill and building a favorable image for a company, rather than promoting specific products, is referred to as institutional advertising.

Institutional advertising aims to enhance the overall perception of a company by promoting its values, mission, and corporate social responsibility initiatives. This form of advertising helps in shaping the long-term brand identity and positioning within the market. By focusing on the company's image, institutional advertising can influence customer attitudes and foster loyalty, thereby indirectly supporting overall sales and product promotion. Examples of institutional advertising include campaigns that highlight a company's commitment to sustainability, community engagement, or ethical business practices.