Question

The califonia Raisin Advisory Board used to run ads featuring "The California Raisins" a fictitious R&B musical group composed of dancing rains 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 announcments

D) institutional advertising

E) Push strategies

Answer 1

Ans. D. Institutional advertising

Institutional advertising involves advertising campaigns and messages that aim to create support for an institution (directly or indirectly), create a more favorable and positive image of it and improve its reputation. Institutional advertising may aim to improve the sales figures of any given product or service indirectly, and the outcome may be on the same lines. Institutional advertising creates more respectability and trustworthiness about the organization and the products/services it is associated with. The campaign will invariably result in creating consumer preference when a consumer decides to make a purchase. Institutional advertising may be reactive in many cases and aimed at restoring the image of the firm or the product related to it.

The lead vocals of The California Raisins were sung by Buddy Miles (an American composer) and it was a fictional rhythm. The series of the commercial was produced by the California Resin Board, and there was also a line of merchandise (including mugs and t-shirts) associated with it. The board wanted to change the consumer perception about raisins, which was “dull and boring” prior to the campaign. The campaigns aimed at improving the awareness of the raisins, in general, and was not promoting any brand name. Therefore, the campaign was reactive and aimed at improving the general mindset of people, who felt shy about consuming raisins before it. The campaign also aimed at making raisins more popular and attractive for the partners, which included manufacturers, foodservice operators, and supermarkets.