Which term is advertising with a goal of developing goodwill or a positive image?

• A. Institutional advertising
• B. Indirect channel
• C. Informational interview
• D. Hub-and-spoke system

Answer: (A)

Advertising that aims to develop goodwill or a positive image is institutional advertising. This type focuses on the organization itself—its values, mission, and reputation—rather than promoting a specific product or service. The goal is to build trust and a favorable perception over time, which supports long-term relationships with customers, employees, investors, and the public and helps strengthen overall brand equity.

The other options refer to different concepts: an indirect channel describes a distribution path through intermediaries, not advertising; an informational interview is a networking activity used to learn about opportunities, not to shape public perception; and a hub-and-spoke system is a logistics or transportation model, not a form of advertising.