What is institutional advertising? – Best Practices with Examples

What is institutional advertising?

Most people don’t know what it is. And even if they do, they would be hard pressed to explain it in a way that makes sense and feels good.

Institutional advertising is when you use your internal resources and amplify them through social media. If you’re at a company with great products or services, then the best thing you can do for your marketing efforts is tell everyone about how awesome your company actually is!

What Does Institutional Advertising Mean?

Institutional advertising is a more creative and engaging way to market your company.

This type of ad typically targets those in an industry, rather than just promoting products or services that it provides at all times.

Because the goal here isn’t necessarily about generating sales but instead building up goodwill for said business by appealing both internally (to employees) as well externally through social media channels like Facebook ads which can generate new customers from people who wouldn’t normally come across this type advertisement otherwise!

Institutional Advertising’s Objectives

Institutional advertising is designed to create a positive image of the company in order for them be seen as dependable, have low prices and excellent customer service.

The goal here isn’t necessarily focus on promoting one particular product or service but rather just their overall reputation;

Institutional Advertising's Objectives
Institutional Advertising’s Objectives

This includes making an effort towards promotion through words like mission statements which convey what kind organizations stand behind while building up these traits over time by using ads across many channels such social media outlets where they can gain momentum quickly instead being stuck at home watching TV only thinking about how influential your brand has become!

Importance of Institutional Advertising

Institutional advertising is also referred to as corporate promotion. It does not attempt sell anything directly, but instead informs the public on what an institution has done for them in terms of education or health care and so on; with channels like radio/television being used for this purpose most often.

Institutions can have two types: promotional (promoting a company’s products) and persuasive (informing people about new ideas).

In order words institutional advertisements should always be factual while promos are sometimes opinionated.

Some good Institutional Advertising Examples

Gulf Oil is a world-renowned company that takes the issue of oil spills in ocean and how it affects marine life very seriously.

They have launched an innovative campaign to save our environment by spreading awareness about these matters, as well as working towards finding ways for switching from fossil fuels like coal which produces harmful emissions when burned at power plants or vehicles used on land with gasoline powered engines

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In addition, Adidas has also launched a campaign to donate 10% of all their revenues to orphans in Africa. This is an innovative way for the company, along with corporate social responsibility initiatives towards society as well!

Institutional Advertising Types

The first type of institutional advertisement are print and electronic media. This includes ads in newspapers, magazines emails text messages etcetera.

The second types can be classified as infomercials which air on television or radio commercials with a similar intention but without producing any tangible product themselves for sale at the end of it all – they’re just there to advertise something else!

Institutional Advertising’s Benefits

Raise the organization’s profile

Brand recognition is increased when the organization’s reputation improves through advertisements.

For example, if a company producing high-end household products wishes to attract rich buyers it will create an advertisement with many symbols of luxury such as fine wine or fancy houses in order to entice its customers into buying even more expensive goods than what was expected from them originally!

Creating a distinct brand identity

A brand targeting its demographic audience – the working class – is an example of this.

If it includes symbols such as men or children in ads, then these messages are mixed with other brands that may not be associated with them at all and reduce their impact on consumers’ decision making process when buying products from different companies under one identity.

What is institutional advertising? - Best Practices with Examples
What is institutional advertising? – Best Practices with Examples

The effect can either strengthen or weaken your company’s position depending which way you want to take things; for instance if there was already some sentiment towards Nike because they make shoes specifically tailored toward runners but now have used kids playing outside while wearing shirts logos would evoke more emotion than just seeing another pair.

Dealing with Negative Attitudes

One of the most powerful ways to combat negative market perception is through institutional advertising.

This type of advertisement, which can be taken for granted in our day and age with all its new technology, was first used by vast majority businesses when combating a bad name from consumers or competitors alike: it’s called “hype.”

One such exceptional example would have been ITC back around World War II – during this time period they were able employ ads about how tobacco products aren’t just cigarettes but also pipes !

Create a subliminal sales pitch

Institutional marketing is more subtle than traditional commercials, and it helps the company create an atmosphere of exclusivity for their goods.

The consumers who see this type advertisement are not aware that they were drawn into buying something by being implicitly reminded about what’s on offer from a different source other than through overt advertising strategies like print ads or TV spots.

Institutionail Marketing aids in creating subtleties which ensnares potential customers with implications without ever directly mentioning them.

Institutional advertising’s drawbacks

Institutional advertising is a great way to promote your company’s values.

However, there are some cons as well such that it does not yield revenue for the business and lacks accountability in measuring impact on sales of goods & services due its PR nature alone;

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Plus investing money into this form of marketing only guarantees positive outcomes from customer feedback if any at all-which can be misleading since they may have been paid off already by another brand before yours came along which also has good ethics or something similar making their purchase more convincing then anything else would ever hope achieve when using funds spent just trying make people aware about what you do offer.

Product Advertisements vs Institutional Advertisements: What’s the Difference?

While there are distinctions between these two groups (eCommerce marketers vs institutional advertisers), it can get muddled if you’re not certain which campaigns your running and how best respond accordingly – you might expect different results than what’s delivered!

Candy companies don’t usually use ads that tell stories with engaging characters; instead they focus on providing information about new products or discounts in order for consumers want make informed decisions when grocery shopping.

Advertising for a product is all about getting attention and promotion of that particular good, but institutional advertising has less emphasis on selling products.

Product advertisement aims to market unique goods as soon as possible whereas institutions are more concerned with brand awareness or credibility within their industry; however these goals can be achieved through both forms of ad campaigns over time if implemented correctly.

Which one should I go with?

Product advertisements and institutional advertising work hand-in-hand to create a successful company.

Product commercials will strengthen your brand awareness, while the groundwork laid down by these ad campaigns provides additional confidence for future success with those products you advertise in them!

Advertisements for Products and Institutions: Best Practices

The best practices for creating advertisements vary depending on the objective. Product and institutional advertising has unique guidelines, as it’s used to pursue different goals.

This is due in large part because of what type of product or service you’re trying promote with your ads!

You should do the following to get the best results with product advertisements

Instead of focusing on overall brand benefits, concentrate on specific product features and niches. You wouldn’t say “all our products are organic” for example; instead you’d emphasize that this particular one is ORGANIC and can help the family live healthier lives through its use in food preparation or healthcare solutions like taking vitamins internally as opposed to popping pills daily!

In the copy, mention the product’s name. It is also possible to use it as a text overlay on an image or video to expose more relevant campaigns right in front of your ideal audience resulting in higher conversions!

The following best practices apply to institutional ads to get the best results

You can use video to tell the story of your company, and help new users form an emotional bond with you.

Use storytelling in order for people who are exploring or just starting out on their journey feel like they’re learning from someone else’s experience – which is how stories work!

Plus videos allow them quick access into what makes this place unique without having too much information at once so it feels less overwhelming; plus we know humans don’t want boring things when there’s something interesting happening around us all day long!.

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The Art of Institutional Advertising is Trending
The Art of Institutional Advertising is Trending

Even if the items appear in an ad’s visual, you should avoid naming specific pieces. Instead of defining a particular table or sofa say “all furniture is made with quality hardwood” This space allows for more detailed information about your brand such as rates and availability to specific groups.

In the copy, mention your company’s name. Participate in charity work or community activities if you can find a natural way to promote it! That will have an appreciable impact on how well people get acquainted with who are doing business with and love our brand for years down the line.

References and additional reading material on Institutional Advertising

  • Ranjan Kumar. M, MBA (1959) Concept, origin and objectives of institutional advertising, Journal of Advertising Research ,11 (February), 3-10.
  • Geoffrey Precourt, “Institutional Advertising”, Encyclopædia Britannica from Encyclopædia Britannica 2007 Ultimate Reference Suite DVD .
  • In George Terry, Joseph Jaffe (Eds.), “Jaffe’s Advertising Procedure” (4th ed.). Fort Worth: The Dryden Press, 1998.
  • In Michael R Solomon, “Strategic Database Marketing”, 2nd Ed. Prentice-Hall Inc., 1993.
    Richard W Norton and Karen S Kubacki, “Building effective sales support systems”, McGraw-Hill 1991.


What is institutional advertising focused on promoting?

An institutional ad is advertising that tries to reach a large number of people in order to promote the general operation of the company.

These are generally more informative ads with less imagery, emphasizing brand recognition over product recall.

Institutional ads are focused on promoting the benefits of buying or using a particular product or service, rather than making an immediate sale. For example, how does this product improve my life? What sort of benefits will I derive from it?

How will it make me feel? These are questions answered by an informational ad. Institutional ads may also focus on promoting the conditions under which goods or services can be purchased or used – for example, where to buy them and what makes them special.

How to be successful with Institutional Advertising

Institutional advertising is an important promotional tool for any company. It’s best to hire a professional agency that specializes in this type of promotion. Institutional advertising can be used to gain new customers, retain current ones, increase sales and even gain publicity.


In fact, it’s estimated that an American consumer is exposed to 3,000 ads a day! But what if you could reach your audience when they were actually looking for something? Institutional Advertising takes advantage of this opportunity by targeting people who are actively searching online or in public places like malls and airports.

There are many benefits to using institutional advertising including increased sales conversion rates and higher brand awareness which can lead to better customer retention rates over time.

This is why it’s important to utilize institutional advertising and marketing strategies in order to get you name out there. We would love to hear from you on what types of strategies work for your institution! We hope you’ve enjoyed our blog post.

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