For the Community
What is Institutional Advertising?
Institutional advertising attempts to create a favorable impression and good will for a business or an organization. It does this by providing positive information about a business. Support of community projects and community endorsed ideas about important public topics such as the environment, public health, and education can create a favorable image.
Examples of Institutional Advertising
For every pair of TOMS bought, another pair is sent to chidren in Africa, which helps advertising by convincing customers that they are helping a charity by buying a pair of shoes.
Best Maid Pickles creates a sense of communtity among Mansfield by holding a parade, and at the same time advertising their own pickles.
Coke cans and other Coke products give a percentage of their proceeds to the Olympic Foundation, giving customers an insentive to buy Coke products.
Two examples of Institutional Advertising
- Create a sense of community
- Giving to charity