MINI-CASE Polo Ralph Lauren Manufactures and Sells High-Quality, Expensive Brands of of Clothing

Multiple Choice

MINI-CASE
Polo Ralph Lauren manufactures and sells high-quality, expensive brands of clothing as well as accessories, cosmetics, and home products. They maintain complete control over the brand image and all of the functions necessary to develop, execute, and deliver their advertising. They appeal to consumers' lifestyle aspirations even though their products are of high quality and better than most competitors' offerings. The objective in their advertising is to convey their image and the fashion statement it makes.
-Refer to Mini-Case. When Polo Ralph Lauren advertises in fashion magazines, they focus on their brand identity and image by merely illustrating a beautiful, well-dressed person without giving any information at all except the brand name. What type of advertising is this?

A) retail advertising
B) image advertising
C) brand advertising
D) direct-response advertising
E) indirect advertising