Institutional Advertising
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
TOMS
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.
Pickle Parade
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
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