Institutional Advertising refers to advertising that promotes an organization, business or a similar unit. Here the business promotes itself and not the product or service. Institutional Advertising through promotional activities helps to improve the image and reputation of an organization. Objectives of Institutional Advertising 1. Promote the vision, ideas, beliefs, and aim of an organization 2. Building and promoting the image of the company 3. Encourage positive aspects of a business that will set it apart from rival brands like the low price, customer support etc. 4. Build and preserve company goodwill Medium of Institutional Advertising 1. Digital advertising 2. Print media 3. Television 4. Radio Advantages of Institutional Advertising - Dealing with the negative image of the company amidst customers and in the market. - Improving brand image and boosting visibility and brand awareness. - Creating a united brand identity. - Encourage investors to invest in the company. - Becoming eligible to receive aids and benefits from the government by participating in CSR activities. - Building a subdued sales pitch. - To humanize the brand. Disadvantages of Institutional Advertising - Institutional Advertising is an additional cost and does not provide appropriate returns in the short term. - Misguides the consumers as they are not buying the company but the product or the service. - Does not guarantee a positive outcome for instance a rise in sales figures. Examples 1. McDonald’s “Night Workers” 2. P&G - Thank You, Mom 3. McDonald’s 4. Coca Cola – Arctic Home 5. Dove - Real Beauty 6. Levi’s Go Forth Campaign This video is on Institutional advertising and it has the following sub-topics. Time Stamps 0:00 Introduction 00:21 Definition of Institutional Advertising 00:59 Objectives of Institutional Advertising 01:25 Medium of Institutional Advertising 01:35 Advantages of Institutional Advertising 02:52 Disadvantages of Institutional Advertising 03:30 Institutional Advertising Example